How moment-to-moment EEG measures enhance ad effectiveness evaluation: Peak emotions during branding moments as key indicators

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.
Kolar et al

MANAGEMENT SLANT

  • EEG is a time-sensitive, portable, and cost-efficient methodology that enables the construction of additional advertising indicators beyond those currently used for advertising testing.
  • EEG provides specific measures...