EEG Response to Advertisements in Print and Broadcast MediaJan 1, 1985 Roland T. Rust, Linda L. Price, and V. Kumar, 1985, 85-111
Uses results from an exploratory laboratory experiment to study whether response to advertising can be measured by electroencephalograms (EEGs).
The Effects of Involvement and Executional Factors of a Television Commercial on Brand Attitude FormationJan 1, 1984 C. Whan Park and S. Mark Young, 1984, 84-100
Reports results of an experiment exploring effects of subjects' type of involvement at time of exposure to a TV commercial, and the presence of music in the commercial, on brand attitude formation.
Affective and Cognitive Reactions to AdvertisingJan 1, 1984 W. Fred van Raaij, 1984, 84-111
Argues that in response to advertising stimuli, affective reactions always precede cognitive activity; a comment by Brian Sternthal takes an opposing point of view.
Identifying Opportunities for Repetition MinimizationJan 1, 1984 Rajeev Batra and Michael L. Ray, 1984, 84-108
Investigates whether ads that generate high message involvement product less build with repetition than those with low message involvement.
Using Brain-Wave Measures to Assess Advertising EffectsJan 1, 1983 Jerry C. Olson and William J. Ray, 1983, 83-108
Identifies and examines the key theoretical and methodological issues involved in determining whether electroencephalographic measures of brain activity may be useful indicators of advertising effects.
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