The study presents a framework for the analysis of advertising in digital games. It reviews
literature on in-game advertising, advergames and advertising in social network games. The …

This study provides an assessment of methods used in existing tourism research to measure
emotion and discusses the potential for use of psychophysiological methods such as electro …

Virtual reality (VR) marketing is here to stay—or at least that is what is generally believed.
Head-mounted display (HMD) VR hardware is rapidly becoming more accessible to the …

Product placement in video games is gaining momentum as a means to target audiences in
an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)× 2 (high …

Until now, neuromarketing studies have usually been aimed at assessing the predictive
value of psychophysiological measures gathered while watching a marketing message …

In an environment of extreme competition, it is essential to have a differentiated brand that
adds value to consumer communications through packaging. Neuroscience research …

Purpose Neuroimaging technologies such as electroencephalogram and magnetic
resonance imaging allow us to analyze consumers' brains in real time as they experience …

Capturing consumers' attention to video advertising is a key marketing challenge. Using real
video advertising viewed by a sample of consumers matching the US population on age and …

This study aimed to delineate how individuals process two types of advertising
communications (ie, video versus high-imagery audio advertisements) in terms of mental …

In the 15 years since its inception, the Limited Capacity Model of Motivated Mediated
Message Processing (LC4MP) has contributed to understanding regarding the dynamics of …