Predicting brand decisions through emotional engagement - Evaluating creative work: a bioquali approach (survey research & neuroscience) required

This paper brings into perspective the need to combine new research approaches with the traditional, in order to answer new and old questions; create innovative approaches using new technologies, and deliver more creative ways of interpreting findings.

Predicting brand decisions through emotional engagement - Evaluating creative work: a bioquali approach (survey research & neuroscience) required

Cristina de Balanzó Ramon Llull University, Spain

Rafal Ohme Brain Applied Research Center, Poland

Henk Eising Heineken International, Netherlands

INTRODUCTION

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.

With this in mind, we would like to take a...

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