Consumer Neuroscience: Testing Effectual Advertising Using Dense-Array Electroencephalography

Consumer neuroscience methodologies are typically positioned as valuable to advertising firms during a pre-campaign evaluation phase, where neurological responses are used to predict ad effectiveness. We propose that an equally valuable application consists of diagnosing advertising post-campaign and support this claim with preliminary results from a dense-array EEG experiment.


Terry Daugherty, Ernest Hoffman, Kathleen Kennedy, and Megan Nolan (2014) ,"Consumer Neuroscience: Testing Effectual Advertising Using Dense-Array Electroencephalography", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 781-781.


Terry Daugherty, University of Akron, USA
Ernest Hoffman, University of Akron, USA
Kathleen Kennedy, Suarez Applied Marketing Research Laboratories, USA
Megan Nolan, University of Akron


NA - Advances in Consumer Research Volume 42 | 2014

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