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| Author: | Young, C. |
| Title: | Brain waves, Picture Sorts®, and branding moments |
| Journal: | Journal of Advertising Research
2002 : JUL/AUG, VOL. 42:4, p. 42-53 |
| Index terms: | Advertising Television advertising Brands Consumer behaviour Methodology |
| Language: | eng |
| Abstract: | This paper describes a method to identify potential branding moments in television commercials. It involves the convergence btw. two fundamentally different non-verbal moment-by-moment measurement techniques. The first is a picture-sorting technique. The second is brain-wave measurement. At the intersection of these two can be found special moments where the personalized meaning of the esthetic experience of an ad appears to flow into the positioning concept of a brand. |
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