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| Author: | Plassmann, H. (et al.) |
| Title: | What can advertisers learn from neuroscience? |
| Journal: | International Journal of Advertising
2007 : VOL. 26:2, p. 151-175 |
| Index terms: | advertising behavioural science brands |
| Freeterms: | neuroscience |
| Language: | eng |
| Abstract: | This paper seeks to consolidate the contribution done so far about the insights of neuroscience for the study of advertising. Advertising can trigger some immediate response in consumers behavior or change the consumers brand memories which may result in changes in later behavior. This study addresses the latter process. The question is what neuroscience could do for our longer-term understanding of how advertising works. |
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