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 OhmeBrain Applied Research Center, Poland...