En Neuromarketing and cognitive psychology perspectives underlined the present research which investigated the choice and preference of consumers, by using behavioural, psychophysiological and neuropsychological measures. In particular,... more
En Neuromarketing and cognitive psychology perspectives underlined the present research which investigated the choice and preference of consumers, by using behavioural, psychophysiological and neuropsychological measures. In particular, research found that cognitive and affective advertising elicited activity in different cortical brain areas and it was shown that the deliberative and intuitive systems were both involved in decision-making. In the present research we analyzed if the consumer and luxury goods associated with emotional stimuli (neutral, negative or positive) showed in supraliminal or subliminal condition produced variations in response time, subjective preference, autonomic measures (electrodermal activity, puls, and blood volume pressure) and ERP indexes. Emotive stimuli(high arousal with positive/negative valence) were extracted from the IAPS database. Results revealed that the SCL (skin conductance) was significantly higher for the emotive (positive and negative) s...
