• Evaluation of Emotional Responses to Television Advertising through Neuromarketing 

      Barquero-Perez, Oscar; Goya-Esteban, Rebeca; Morena-Gómez, Alexia de la (1); Baraybar-Fernández, Antonio; Banos-González, Miguel; Barquero-Pérez, Óscar (Comunicar, 01/07/2017)
      Since the last century, we have witnessed a steady evolution of advertising techniques in an effort to adapt to the new social context in the market. As a strategic resource, Neuroscience brings a new perspective by allowing ...