MANAGEMENT SLANT
- EEG is a time-sensitive, portable, and cost-efficient methodology that enables the construction of additional advertising indicators beyond those currently used for advertising testing.
- EEG provides specific measures of unconscious appraisal emotions and visual attention, which survey-measured constructs are unable to capture.
- The aggregate approach, which provides averaged advertising indicators across whole advertising duration, misses decisive branding moments and cannot utilize the true potential of EEG.
- Established associations among EEG indicators provide new insights into unconscious emotional responses to advertisements, which counter straightforward attention-interest-desire-action (AIDA) logic.
- EEG exhibits...