Biometric Measures for Interactive Advertising Research
Rafal Ohme, Michal Matukin, and Beata Pacula-Lesniak
Neuroscientific Contributions to Marketing Research
Modern psychology reveals that some decisions, including economic ones, are made intuitively, automatically, and without any conscious control or effort (Bargh 1997; Bornstein and Pittman 1992; Dijksterhuijs 2004; Dixon 1971, 1981; Greenwald and Banaji 1995; Hassin et al. 2005, Jarymowicz 2001; Kihlstrom 1999; Murphy and Zajonc 1993; Ohme 2003, 2007, 2009; Uleman and Bargh 1989; Wilson 2002; Zajonc 1968, 1980, 1998). Conscious decisions in turn appear frequently based on emotional rather than rational cues (Bechara, Damasio, and Damasio...