Social Neuromarketing: The role of social context in measuring advertising effectiveness

Sociale Neuromarketing: de rol van de sociale context bij het meten van de effectiviteit van reclame boodschappen.
 

In this dissertation, to examine how social processes influence consumers’ cognitive responses to advertisement, I focus on the following key constructs: attention, emotion and memory.

The different chapters in my dissertation all reflect upon the interaction between physiological processes, biological markers, personality traits and social context.

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