KOREASCHOLAR

EEG NEUROSCIENCE IN THE NARRATIVE TRANSPORTATION PROCESS: DIGITAL HUMAN AND HUMAN ADVERTISING

Eunyoung (Christine) Sung, Anja Couperus, Marc Koppert, Dai-In Danny Han, Yung Kyun Choi, Brian Gillespie
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422769
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.767-768
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

In the current study, we directly measure consumers’ physiological responses (i.e., brain waves via electroencephalogram [EEG]) to advertising stimuli (digital storyteller vs. human storyteller) to confirm the narrative transportation process of storytelling immersion.

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Author
  • Eunyoung (Christine) Sung(Montana State University, USA)
  • Anja Couperus(ZUYD University of Applied Sciences, the Netherlands)
  • Marc Koppert(ZUYD University of Applied Sciences, the Netherlands)
  • Dai-In Danny Han(ZUYD University of Applied Sciences, the Netherlands)
  • Yung Kyun Choi(Dongguk University, South-Korea)
  • Brian Gillespie(Montana State University, USA)