Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

1. How Marketing Meets Neuroscience
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

2. Methodology of a Typical “Neuromarketing” Experiment
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

3. The Track of the Electric and the Magnetic Brain Activity
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

4. Cortical Correlates of Cognitive and Emotional Processes
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

5. Cerebral Indexes of the Experienced Pleasantness
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

6. Patterns of Cortical Activity Related to Public Service Announcements and Commercial Advertisements
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

7. Cultural Similarities and Differences in Advertising between Western and Eastern Consumers
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

8. The Added Value for the Evaluation of Marketing Stimuli
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

9. Application to Real Cases
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

10. The Next Frontier in Neuroimaging Methodologies: Assessing the Functional Connections between Cortical Areas
Giovanni Vecchiato, Patrizia Cherubino, Arianna Trettel, Fabio Babiloni

Keywords: Engineering, Biomedical Engineering, Neurosciences, Business/Management Science, general