Skin conductance analysis applied to advertising: challenges and possibilities with low-cost Technologies / Análise da condutância da pele aplicada à publicidade: desafios e possibilidades com tecnologias de baixo custo
DOI:
https://doi.org/10.34117/bjdv8n7-022Keywords:
electrodermal activity, advertising, emotion, measurement, neuromarketingAbstract
The performance evaluation processes of advertising campaigns have become increasingly complex and necessary, in the face of a more competitive scenario. The present work starts the discussion about the possibilities of conducting studies that involve advertising using an affordable technology for skin conductance analysis. Some barriers and applications are examined. Preliminary comparisons between lower cost equipment indicate a feasible possibility for development in the field of consumer neuroscience.
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