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Keywords: Usage scenarios
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (1-2): 159–181.
Published: 24 January 2018
..., with and without experience with the product, watching a promotional video based on verbal narrative, created using the new usage scenarios approach, in which the advantages of a sustainable product are shown. The neuronal response of the possible users was then measured by means of the electroencephalogram (EEG...
