Autonomic Nervous System and Recall Modeling in Audiovisual Emotion-Mediated Advertising Using Partial Least Squares-Path Modeling

Miguel Angel Cámara-Vázquez
Miguel Angel Cámara-Vázquez
Alba Vadillo-Valderrama
Alba Vadillo-Valderrama

Frontiers in psychology, pp. 5767712020.

Cited by: 0|Views3
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Abstract:

Interest in improving advertisement impact on potential consumers has increased recently. One well-known strategy is to use emotion-based advertisement. In this approach, an emotional link with consumers is created, aiming to enhance the memorization process. In recent years, Neuromarketing techniques have allowed us to obtain more object...More

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