haku: @indexterm advertising effectiveness / yhteensä: 556
viite: 256 / 556
| Tekijä: | Rothschild, M. |
| Otsikko: | Predicting Memory for Components of TV Commercials from EEG |
| Lehti: | Journal of Consumer Research
1990 : MAR, VOL. 16, p.472-478 |
| Asiasana: | TELEVISION ADVERTISING ADVERTISING RESEARCH ADVERTISING EFFECTIVENESS |
| Kieli: | eng |
| Tiivistelmä: | A study investigated the relationship between EEG and memory. Former advertising-related studies in this field have shown inconsistent results when the unit of analysis was the entire commercial.The present study has changed the unit of analysis. While the subjects watched television their EEG was being recorded. Then a series of recognition tests were completed based on component parts of the commercials they had seen. |
SCIMA