Neuroscience in Marketing: Assessment of Advertisement Memory by means of Facial Muscles Movement Analysis

Utkutug Bozoklu C. P., Alkibay S.

JOURNAL OF NEUROLOGICAL SCIENCES-TURKISH, cilt.33, sa.1, ss.76-88, 2016 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 33 Sayı: 1
  • Basım Tarihi: 2016
  • Dergi Adı: JOURNAL OF NEUROLOGICAL SCIENCES-TURKISH
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Scopus, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.76-88
  • Anahtar Kelimeler: Neuroscience, Experimental research, Advertisement memory, Electromyography, Affective Responses, INVOLVEMENT, EMOTIONS, VALENCE, ISSUES, IMPACT, MODEL
  • Gazi Üniversitesi Adresli: Evet

Özet

Objective: The neuromarketing literature assumes that ad contents inducing intense affective responses influence positively ad memory. The aim of this research is to analyze ad memory depending on affective responses towards ads by facial muscles movement analysis.