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

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JoVE Journal Neuroscience
Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study
 

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

Article DOI: 10.3791/55872-v • 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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Automatic Translation

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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Keywords: Electroencephalographic Heart Rate Galvanic Skin Response Advertising Perception Public Service Announcements Antismoking Neuroscience Marketing Research Frontal Alpha Band Asymmetry Frontal Theta Emotional Index Galvanic Skin Response Heart Rate
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