| 书目名称 | Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and thei |
| 编辑 | Giovanni Vecchiato,Patrizia Cherubino,Fabio Babilo |
| 视频video | |
| 概述 | 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.Off |
| 丛书名称 | Biosystems & Biorobotics |
| 图书封面 |  |
| 描述 | .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 |
| 出版日期 | Book 2013 |
| 关键词 | Brain responses to TV commercials; Cortical connectivity; EEG Frontal Asymmetry; EEG power spectral den |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-642-38064-8 |
| isbn_softcover | 978-3-642-43676-5 |
| isbn_ebook | 978-3-642-38064-8Series ISSN 2195-3562 Series E-ISSN 2195-3570 |
| issn_series | 2195-3562 |
| copyright | Springer-Verlag Berlin Heidelberg 2013 |
发表于 2025-3-21 18:14:20
