Evaluation of Emotional Responses to Television Advertising through Neuromarketing

Antonio Baraybar-Fernández
Antonio Baraybar-Fernández
Alexia de-la-Morena-Gómez
Alexia de-la-Morena-Gómez

COMUNICAR, pp. 19-28, 2017.

Cited by: 0|Views4

Abstract:

Since the last century, we have witnessed a steady evolution of advertising techniques in an effort to adapt to the new social context in the market. As a strategic resource, Neuroscience brings a new perspective by allowing you to explore those difficult or verbally unconscious motives behind consumer behaviours. The present work aims to...More

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