This dissertation extends existing knowledge by elucidating two proposed aims of neuromarketing, using EEG.
The first aim concerns offering additional insight into implicit processes (here, emotions).
The second aim concerns contributing to predicting behavioral, market level, responses or ‘advertising effectiveness’.

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A. Smidts (Ale) , M.A.S. Boksem (Maarten)
Erasmus University Rotterdam
ERIM Ph.D. Series Research in Management
Rotterdam School of Management (RSM), Erasmus University

Eijlers, E. (2020, January 30). Emotional Experience and Advertising Effectiveness: on the use of EEG in marketing (No. EPS-2020-487- MKT). ERIM Ph.D. Series Research in Management. Retrieved from