Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda
In the past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic li...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2022-11-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/12/12/472 |