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Journal / Neuroscience / Electroencephalographic, Heart Rate, and Galvanic …
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Neuroscience

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JoVE Journal Neuroscience
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Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Article DOI: 10.3791/55872 • 06:39 min • August 28th, 2017
August 28th, 2017 •
1, 2, 3, 1, 3, 4, 1
1Department of Molecular Medicine, Sapienza University of Rome, 2Department of Communication and Social Research, Sapienza University of Rome, 3Department of Anatomical, Histological, Forensic, and Orthopedic Sciences, Sapienza University of Rome, 4BrainSigns SRL

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Summary
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The following protocol describes a series of operational and computational steps required to properly estimate the emotional and cerebral reaction of a group of subjects towards a selected number of Public Service Announcements (PSAs) against smoking, aired in the USA and Europe during the period between 1998 and 2015.

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Electroencephalographic Heart Rate Galvanic Skin Response Advertising Perception Study Antismoking Public Service Announcements Neurophysiological Perception Cognitive And Emotional Reaction Population Subgroups Neuroscience Field Unconscious Reactions Traditional Marketing Researches Bioengineering Researcher Evaluation Of Advertising Products And Packaging Self-reports Focus Groups Neurophysiological Bases
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