20.500.12556/RUL-134136 How moment-to-moment EEG measures enhance ad effectiveness evaluation peak emotions during branding moments as key indicators Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators. The key findings are that EEG and survey indicators measure different kinds of emotions (and attention) and that the newly developed, momentary EEG indicators are superior to the conventional, aggregated ones. The findings suggest that moment-to-moment EEG advertising indicators, such as peak emotions during branding moments, distinctively enhance advertising effectiveness evaluation and enhancement. marketing brands consumer behaviour trženje blagovne znamke vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2021-12-24 11:59:36 2021-12-24 12:15:00 2022-09-13 03:53:29 0000-00-00 00:00:00 2021 0 0 Str. 365-381 iss. 4 Vol. 61 Dec. 2021 0000-00-00 PostprintKoncna Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0021-8499 10.2501/JAR-2021-014 78349827 RAZ_Kolar_Tomaz_2021.pdf RAZ_Kolar_Tomaz_2021.pdf 1 120D30BEE58F2B02D03A185673F2E4F1 267c134e01197f614e6e845e0b425a3515a5a58c65a5ffe07c64434b65e3d933 4d93f4c0-64aa-11ec-abdb-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=152460 http://www.journalofadvertisingresearch.com/content/61/4/365 0 5af57594-64aa-11ec-abdb-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=152461 Ekonomska fakulteta 0 0 0