haku: @author LaBarbera, / yhteensä: 11
viite: 2 / 11
| Tekijä: | LaBarbera, P. Tucciarone, J. |
| Otsikko: | GSR reconsidered: a behavior-based approach to evaluating and improving the sales potency of advertising |
| Lehti: | Journal of Advertising Research
1995 : SEP-OCT, VOL. 35:5, p. 33-54 |
| Asiasana: | ADVERTISING RESEARCH SALES EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | Based on marketing practitioner interviews and case studies, this paper reconsiders the potential value of galvanic skin response (GSR) methodology in evaluating the motivational power of marketing communications. Data on the predictive validity of GSR methodology are reported. The issue of consumer affective response measurement (i.e., like/dislike) as well as methodological issues related to the limited application to date of GSR in the evaluation of advertising are discussed. |
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