BRAND-SELF PERCEPTUAL NEURAL MODEL UTILIZING THE SUPERIOR TEMPORAL SULCUS

摘要

Brand-self perceptual neural model (BSPN) is a method for measuring marketing communication effectiveness. The model is based on neural activity indications from the Superior Temporal Sulcus (STS) and from related neural connectivity networks in the human brain, as well as neural activation patterns such as gender, motivations, emotions, cognitive load capacity, and other psychographic variables.