Working Papers

Two papers: (1) Exploring the Usefulness of Brain Waves as Advertising Response and (2) EEG Activity Reflects the Content of Commercials

(1) Jerry C. Olson and William J. Ray and (2) Linda F. Alwitt

Jan 1, 1989

Analyzes subjects’ EEG responses to two different types of advertising execution and relates them to postexposure verbal reports.

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