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 İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 33 Konu: 1
  • Basım Tarihi: 2016
  • Dergi Adı: JOURNAL OF NEUROLOGICAL SCIENCES-TURKISH
  • Sayfa Sayıları: ss.76-88

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.