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010   $a3-642-38064-6
024 7 $a10.1007/978-3-642-38064-8
035   $a(OCoLC)843923888
035   $a(MiFhGG)GVRL6XAQ
035   $a(EXLCZ)992670000000371181
100   $a20130401d2013      uy             0
101 0 $aeng
135   $aurun|---uuuua
181   $ctxt
182   $cc
183   $acr
200 10$aNeuroelectrical brain imaging tools for the study of the efficacy of TV advertising stimuli and their application to neuromarketing /$fGiovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni
205   $a1st ed. 2013.
210  1$aHeidelberg [Germany] :$cSpringer,$d2013.
215   $a1 online resource (xvii, 136 pages) $cillustrations (chiefly color)
225 1 $aBiosystems & Biorobotics,$x2195-3562 ;$v3
300   $a"ISSN: 2195-3562."
300   $a"ISSN: 2195-3570 (electronic)."
311   $a3-642-43676-5 
311   $a3-642-38063-8 
320   $aIncludes bibliographical references.
327   $aHow Marketing meets Neuroscience -- Neuronal responses to TV commercials -- Neuromarketing and society -- Why use neuroelectrical brain imaging for marketing?.
330   $aIn this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making.    .
410  0$aBiosystems & biorobotics ;$vvolume 3.
606   $aNeuromarketing
606   $aBrain$xImaging
606   $aEconomics$xPsychological aspects
615  0$aNeuromarketing.
615  0$aBrain$xImaging.
615  0$aEconomics$xPsychological aspects.
676   $a616.804754
700   $aVecchiato$b Giovanni$4aut$4http://id.loc.gov/vocabulary/relators/aut$01424900
702   $aCherubino$b Patrizia
702   $aTrettel$b Arianna
702   $aBabiloni$b Fabio
801  0$bMiFhGG
801  1$bMiFhGG
906   $aBOOK
912   $a9910741150803321
996   $aNeuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing$93554519
997   $aUNINA