2017-02-23
Social Neuromarketing: The role of social context in measuring advertising effectiveness
Publication
Publication
Sociale Neuromarketing: de rol van de sociale context bij het meten van de effectiviteit van reclame boodschappen
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.
| Additional Metadata | |
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| W.J.M.I. Verbeke (Willem) , J.W. van Strien (Jan) | |
| Erasmus University Rotterdam | |
| hdl.handle.net/1765/95528 | |
| ERIM Ph.D. Series Research in Management | |
| Organisation | Erasmus Research Institute of Management |
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Pozharliev, R. (2017). Social Neuromarketing: The role of social context in measuring advertising effectiveness. In ERIM Ph.D. Series Research in Management (EPS-2017-402- MKT).http://hdl.handle.net/1765/95528 |
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