Titlebook: Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and thei; Giovanni Vecchiato,Patrizia Cherubin

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How Marketing Meets Neuroscience,as philosophy and some branches of psychology. A recent approach, known as neuroeconomy, suggested to merge some ideas and scientific discoveries coming from psychology, neuroscience and economy fields as an attempt to accurately specify the models of decision-making of human mind.

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,Methodology of a Typical “Neuromarketing” Experiment,activations correlated with memorization, attention and emotional processing of individuals while watching TV commercials. A large space to the basics knowledge of the high resolution EEG technology is provided. Specifically, we show how it is possible to enhance the spatial resolution of the EEG by

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Cortical Correlates of Cognitive and Emotional Processes,nd emotional processes during the observation of TV commercials. Particularly, we investigated the cerebral activity of fifteen healthy subjects by gathering and analysing the EEG, GSR and HR activity while they were watching a documentary intermingled with a series of advertisements.

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Cultural Similarities and Differences in Advertising between Western and Eastern Consumers,also present on journals, street posters, fast foods and supermarkets in a pervasive way and could have a deep impact on human behavior. Recent functional neuroimaging studies have begun to investigate how commercial brand information is processed in the brain (Frank, 2003; McClure et al., 2004; Dep

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The Added Value for the Evaluation of Marketing Stimuli,processes running during the observation of ads. In particular, we show the existing linear correlation between the memorization index and the explicit report of subjects enrolled in the experiment. In addition, we also illustrate that the increase of cerebral variables of interest occurs in short t

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