... Licensed re-use rights only Neuroscience Brand evaluation Regression analysis Information processing Brand performance Dual processing Implicit attitudes Marco Vriens is the corresponding author and can be contacted at: mvriens@uwlax.edu 02 10 2016 29 03 2017 29 03...

... making of humans. The author underlines that “emotions are not in conflict with rational behaviour”, but they actually “cause rational behaviour” (p. 18). The practice of neuromarketing is not without its critics. While emphasizing the contribution of neuroscience to marketing, Du Plessis also...