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Physiological measurement of advertising effects
Author(s) -
Stewart David W.
Publication year - 1984
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220010105
Subject(s) - attractiveness , psychology , variety (cybernetics) , measure (data warehouse) , advertising , marketing , business , statistics , computer science , mathematics , data mining , psychoanalysis
The attractiveness of a “pure” measure of individual response to marketing stimuli has given rise to the use of a variety of physiological measures of advertising response. Unfortunately, such measures are neither “pure” nor, to date, of demonstrable usefulness for management decisions.