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Keywords: EEG
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (1-2): 92–117.
Published: 31 January 2018
...Ross Gordon; Joseph Ciorciari; Tom van Laer Purpose This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination...
