TV commercial and rTMS: can brain lateralization give us information about consumer preference?
The current research aimed at investigating the brain lateralization effect in response to TV advertising of different commercial sectors. This study explored the effects of dorsolateral prefrontal cortex (DLPFC) stimulation on subjective evaluation (semantic differential), in response to some consu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
LED Edizioni Universitarie
2017-04-01
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| Series: | Neuropsychological Trends |
| Subjects: | |
| Online Access: | http://www.ledonline.it/NeuropsychologicalTrends/allegati/NeuropsychologicalTrends_21_Leanza-Balconi.pdf |