000			03566nam a22005415i 4500
001			978-3-642-38064-8
003			DE-He213
005			20200421112550.0
007			cr nn 008mamaa
008			130512s2013 gw | s |||| 0|eng d
020			_a9783642380648 _9978-3-642-38064-8
024	7		_a10.1007/978-3-642-38064-8 _2doi
050		4	_aR856-857
072		7	_aMQW _2bicssc
072		7	_aTEC009000 _2bisacsh
082	0	4	_a610.28 _223
100	1		_aVecchiato, Giovanni. _eauthor.
245	1	0	_aNeuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing _h[electronic resource] / _cby Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni.
264		1	_aBerlin, Heidelberg : _bSpringer Berlin Heidelberg : _bImprint: Springer, _c2013.
300			_aXVII, 136 p. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aBiosystems & Biorobotics, _x2195-3562 ; _v3
505	0		_aHow Marketing meets Neuroscience -- Neuronal responses to TV commercials -- Neuromarketing and society -- Why use neuroelectrical brain imaging for marketing?.
520			_aIn 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.    .
650		0	_aEngineering.
650		0	_aBusiness.
650		0	_aManagement science.
650		0	_aNeurosciences.
650		0	_aBiomedical engineering.
650	1	4	_aEngineering.
650	2	4	_aBiomedical Engineering.
650	2	4	_aNeurosciences.
650	2	4	_aBusiness and Management, general.
700	1		_aCherubino, Patrizia. _eauthor.
700	1		_aTrettel, Arianna. _eauthor.
700	1		_aBabiloni, Fabio. _eauthor.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783642380631
830		0	_aBiosystems & Biorobotics, _x2195-3562 ; _v3
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-642-38064-8
912			_aZDB-2-ENG
942			_cEBK
999			_c58818 _d58818