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Erschienen in:
Mainstream Economics Versus Behavioral Economics—A Contribution to Reflection Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

8. Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients

verfasst von : Mateusz Piwowarski

Erschienen in: Problems, Methods and Tools in Experimental and Behavioral Economics

Verlag: Springer International Publishing

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Abstract

Multi-step models of advertising impact on the recipient (e.g., AIDA) are often used to design social issue advertising. The effectiveness of achieving desired objectives of some steps can be analyzed applying modern cognitive neuroscience techniques (EEG, GSR, HR). They enable to read and analyze the pulses generated by the brain, myocardium, or skin surface while watching advertisements. Thus, there is the opportunity to monitor emotions, level of interests, or level of memorization of the subsequent advert sequences.

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Vorheriges Kapitel Methodology for Choosing the Location for In-Game Advertising Billboards
Nächstes Kapitel Impact of Negative Emotions on Social Campaigns Effectiveness—Measuring Dilemmas
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Metadaten
Titel
Neuromarketing Tools in Studies on Models of Social Issue Advertising Impact on Recipients
verfasst von
Mateusz Piwowarski
Copyright-Jahr
2018
Buch
Problems, Methods and Tools in Experimental and Behavioral Economics

Print ISBN: 978-3-319-99186-3

Electronic ISBN: 978-3-319-99187-0

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-319-99187-0_8

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