The Brain’S Role in Decision Making: Responses to Online and Printed Ad Campaigns

Mixed media marketing campaigns — those that use multiple media channels to communicate similar messages — are complex to manage. Given this complexity, this study uses a combination of neurophysiological and traditional methods, to explore: (1) when digital and/or physical advertising media are more effective in engaging consumers, (2) what is the complementary effect when both media are used, and (3) whether a specific sequence of these media has a stronger effect.



Citation:

Angelika Dimoka and Vinod Venkatraman (2017) ,"The Brain’S Role in Decision Making: Responses to Online and Printed Ad Campaigns", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 17-20.

Authors

Angelika Dimoka, Temple University, USA
Vinod Venkatraman, Temple University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 4 | 2017



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