CURRENTLY SOLD OUT

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and Their Application to Neuromarketing by Patrizia Cherubino, Giovanni Vecchiato, Arianna Trettel, Fabio Babiloni (Hardback, 2013)

About this product

Product Information

In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, kwn as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the automous nervous system. From an ecomic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com

Product Identifiers

Publisher
Springer-Verlag Berlin and Heidelberg Gmbh & Co. Kg, Springer-Verlag Berlin and Heidelberg Gmbh & Co. K
ISBN-10
3642380638
ISBN-13
9783642380631
eBay Product ID (ePID)
152529108

Product Key Features

Author
Arianna Trettel, Fabio Babiloni, Patrizia Cherubino, Giovanni Vecchiato
Format
Hardback
Language
English
Subject
Life Sciences: General
Type
Textbook

Dimensions

Weight
403g
Height
235mm
Width
155mm

Additional Product Features

Place of Publication
Berlin
Spine
15mm
Series Part/Volume Number
3
Series Title
Biosystems & Biorobotics
Content Note
Biography
Date of Publication
11/05/2013
Genre
Life Sciences: General
Country of Publication
Germany

Best Selling in Adult Learning & University

Current slide {CURRENT_SLIDE} of {TOTAL_SLIDES}- Best Selling in Adult Learning & University

Australian Guidebook for Structural Engineers by Lonnie Pack (Paperback, 2019)
No ratings or reviews yet.
AU $84.19 New
---- Used
Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)
No ratings or reviews yet.
AU $100.97 New
---- Used
The Ethnic Cleansing of Palestine by Ilan Pappe (Paperback, 2007)
5.0 out of 5 stars based on 1 product rating
AU $30.02 New
---- Used

Save on Adult Learning & University

Current slide {CURRENT_SLIDE} of {TOTAL_SLIDES}- Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard
AU $31.98
Trending at AU $35.55
Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A
AU $19.95
Trending at AU $20.64
Netter Atlas of Human Anatomy: Classic Regional Approach
AU $113.94
Trending at AU $122.07
The Indoctrinated Brain: How to Successfully Fend Off the Global Attack on Your
AU $49.95
Trending at AU $57.80
George Hrabovsky Leonard Susskind Classical Mechanics (Paperback)
AU $27.49
Trending at AU $31.57
Havard's Nursing Guide to Drugs
AU $74.99
Trending at AU $76.69

Shop by category

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and Their Application to Neuromarketing by Patrizia Cherubino, Giovanni Vecchiato, Arianna Trettel, Fabio Babiloni (Hardback, 2013)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Australian Guidebook for Structural Engineers by Lonnie Pack (Paperback, 2019)

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

The Ethnic Cleansing of Palestine by Ilan Pappe (Paperback, 2007)

Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard

Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

Netter Atlas of Human Anatomy: Classic Regional Approach

The Indoctrinated Brain: How to Successfully Fend Off the Global Attack on Your

George Hrabovsky Leonard Susskind Classical Mechanics (Paperback)

Havard's Nursing Guide to Drugs

You may also like

Advertising School Textbooks & Study Guides

Advertising School Textbooks & Study Guides in English

Advertising Paperback School Textbooks & Study Guides

Study Guide School Textbooks & Study Guides

Image Comics Comics, Graphic Novels & TPBs

Study Guide Paperback School Textbooks & Study Guides