Using movies and narratives as naturalistic stimuli in human neuroimaging studies has
yielded significant advances in understanding of cognitive and emotional functions. The …

Introduction The present paper discusses the findings of a systematic review of EEG
measures in neuromarketing, identifying which EEG measures are the most robust predictor …

In this research, we reviewed existing studies which used neuromarketing techniques in
various fields of research. The results revealed that most attempts in neuromarketing have …

The “similarity-attraction” mechanism of brand personality exists in a state of controversy
because many studies have found that the brand personality favored by consumers is …

A basic aim of marketing research is to predict consumers' preferences and the success of
marketing campaigns at the population-level. However, traditional marketing tools have …

Television (TV) programming attracts ever-growing audiences and dominates the cultural
zeitgeist. Viewership and social media engagement have become standard indices of …

Since its modern inception about two decades ago, the use of neuroscience tools and
insights in studying advertising has grown an increasing prominence in the researcher's …

Twenty years ago, there were all but a handful of scholarly studies published about the
economics of the motion picture industry. Over the first decade of the new millennium, this …

Purpose The study aims to evaluate the effect of inducing emotions (neutral, joy and fear) on
the level of visual attention in beer advertisements. Design/methodology/approach A …

Social media has gained increasing importance in many aspects of everyday life, from
building relationships to establishing collaborative networks between individuals worldwide …