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.

W.J.M.I. Verbeke (Willem) , J.W. van Strien (Jan)
Erasmus University Rotterdam
ERIM Ph.D. Series Research in Management
Erasmus Research Institute of Management

Pozharliev, R. (2017, February 23). Social Neuromarketing: The role of social context in measuring advertising effectiveness (No. EPS-2017-402- MKT). ERIM Ph.D. Series Research in Management. Retrieved from