The new technological advances achieved during the last decade allowed the scientific
community to investigate and employ neurophysiological measures not only for research …

Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA
measurement was first employed in consumer research in 1979 but has been scarcely used …

Immersive journalism in the form of virtual reality (VR) headsets and 360°-video is becoming
more mainstream and is much touted for inducing greater “presence” than traditional text …

Purpose The purpose of this paper is to investigate the differences in consumer pleasure,
arousal and purchase intention when consumers encounter food advertising on Instagram …

The theorization of emotion receives considerable attention in contemporary tourism
literature. Remarkably, existing studies largely ignore the operationalization of emotion in …

This book explores the political implications of the human tendency to prioritize negative
information over positive information. Drawing on literatures in political science, psychology …

Purpose For many consumer neuromarketing researchers, the use of functional magnetic
resonance imaging has been the most preferred neuroscience technique. However …

Emotions play a central role in advertising. Starting from the extensive and ever-developing
literature on the role of emotions in human information processing and behavior, as studied …

Video game technology is changing from 2D to 3D and virtual reality (VR) graphics. In this
research, we analyze how an identical video game that is either played in a 2D …

Consumers' food choices are often driven by reasons of which consumers are not fully
aware. Decision-making about food is influenced by a complex set of emotions, feelings …