Marketing Meets Neuroscience: Useful Insights for Gender Subgroups During the Observation of TV Ads

In this chapter, findings of an experiment aimed to investigate cognitive changes of cerebral activity during the observation of TV commercials will be presented. In particular, it has been recorded Electroencephalographic data (EEG) from a group of 24 healthy subjects during the observation of a series of TV advertisements. The Marketing Meets Neuroscience: Useful Insights for Gender Subgroups During the Observation of TV Ads Patrizia Cherubino IULM University, Italy & BrainSigns srl, Italy Giulia Cartocci Sapienza University, Italy & BrainSigns srl, Italy Arianna Trettel BrainSigns srl, Italy Dario Rossi Sapienza University, Italy & BrainSigns srl, Italy Enrica Modica Sapienza University, Italy & BrainSigns srl, Italy Anton Giulio Maglione Sapienza University, Italy & BrainSigns srl, Italy Marco Mancini BrainSigns srl, Italy Gianluca Di Flumeri Sapienza University, Italy & BrainSigns srl, Italy Fabio Babiloni Sapienza University, Italy & BrainSigns srl, Italy Marketing Meets Neuroscience

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