Neuroscience Techniques in Studying Advertisements Effectiveness: An Experimental Investigation
Innovation in Marketing Strategies, Customer Engagement and Satisfaction: 36MKT 2020
The aim of the article is to familiarise the reader with the procedure of conducting marketing studies with the use neuroscience techniques including electroencephalography (EEG), galvanic skin response (GSR), electrocardiography (ECG), and eye tracking (ET) in order to identify those characteristics which should be present…