Dettaglio pubblicazione

2021, Decision-Making in Management, Pages 137-164

Measuring the emotional and cognitive consumers’ responses during interaction with marketing stimuli (02a Capitolo o Articolo)

Vozzi Alessia, Ronca Vincenzo, Cherubino Patrizia, Trettel Arianna, Babiloni Fabio

This chapter presents some considerations about the employment of neuroscientific tool in real environments for measuring the brain and emotional activity during the consumers’ decision-making activities in different contexts of consumption and choice.

DOI: 10.1007/978-3-030-67020-7_8

ISBN: 978-3-030-67019-1; 978-3-030-67020-7

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