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’.

Additional Metadata
Keywords emotions, advertising, neuromarketing, EEG, multivariate pattern analysis, dynamics, customer experience
Promotor A. Smidts (Ale) , M.A.S. Boksem (Maarten)
Publisher Erasmus University Rotterdam
ISBN 978-90-5892-565-7
Persistent URL hdl.handle.net/1765/124053
Series ERIM Ph.D. Series Research in Management
Note For copyright reasons there is a partial embargo for this dissertation
Citation
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. Erasmus University Rotterdam. Retrieved from http://hdl.handle.net/1765/124053