Biosystems & Biorobotics

Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

Authors: Vecchiato, G., Cherubino, P., Trettel, A., Babiloni, F.

  • Presents state-of-the art theory and practice for the analysis of human brain signals in response to TV advertising
  • Provides new insights into the neural basis of brain responses to TV commercials
  • Offers a practical guide to the use of high resolution EEG technologies in neuromarketing research
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About this book

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, 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.

 => Please download the extra material for this book http://extras.springer.com

 

Table of contents (10 chapters)

  • How Marketing Meets Neuroscience

    Vecchiato, Giovanni (et al.)

    Pages 1-7

  • Methodology of a Typical “Neuromarketing” Experiment

    Vecchiato, Giovanni (et al.)

    Pages 9-31

  • The Track of the Electric and the Magnetic Brain Activity

    Vecchiato, Giovanni (et al.)

    Pages 33-44

  • Cortical Correlates of Cognitive and Emotional Processes

    Vecchiato, Giovanni (et al.)

    Pages 45-62

  • Cerebral Indexes of the Experienced Pleasantness

    Vecchiato, Giovanni (et al.)

    Pages 63-67

Buy this book

eBook $109.00
price for USA (gross)
  • ISBN 978-3-642-38064-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $149.00
price for USA
  • ISBN 978-3-642-38063-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $149.00
price for USA
  • ISBN 978-3-642-43676-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Rent the ebook  
  • Rental duration: 1 or 6 month
  • low-cost access
  • online reader with highlighting and note-making option
  • can be used across all devices
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Bibliographic Information

Bibliographic Information
Book Title
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing
Authors
Series Title
Biosystems & Biorobotics
Series Volume
3
Copyright
2013
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-38064-8
DOI
10.1007/978-3-642-38064-8
Hardcover ISBN
978-3-642-38063-1
Softcover ISBN
978-3-642-43676-5
Series ISSN
2195-3562
Edition Number
1
Number of Pages
XVII, 136
Topics