{"id":"https://openalex.org/W2067565398","doi":"https://doi.org/10.1002/mar.4220010104","title":"Brain wave analysis. An electroencephalographic technique used for evaluating the communications\u2010effect of advertising","display_name":"Brain wave analysis. An electroencephalographic technique used for evaluating the communications\u2010effect of advertising","publication_year":1984,"publication_date":"1984-03-01","ids":{"openalex":"https://openalex.org/W2067565398","doi":"https://doi.org/10.1002/mar.4220010104","mag":"2067565398"},"language":"en","primary_location":{"id":"doi:10.1002/mar.4220010104","doi":"https://doi.org/10.1002/mar.4220010104","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.4220010104","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology &amp; Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5113569833","display_name":"Sidney Weinstein","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sidney Weinstein","raw_affiliation_strings":["NeuroCommunication Research Laboratories, Inc"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"NeuroCommunication Research Laboratories, Inc","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5113581952","display_name":"Curt D. Weinstein","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Curt Weinstein","raw_affiliation_strings":["NeuroCommunication Research Laboratories, Inc"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"NeuroCommunication Research Laboratories, Inc","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5045271542","display_name":"Ronald G. Drozdenko","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ronald Drozdenko","raw_affiliation_strings":["NeuroCommunication Research Laboratories, Inc"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"NeuroCommunication Research Laboratories, Inc","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5113581952"],"corresponding_institution_ids":[],"apc_list":{"value":3800,"currency":"USD","value_usd":3800},"apc_paid":null,"fwci":12.832,"has_fulltext":false,"cited_by_count":28,"citation_normalized_percentile":{"value":0.98073654,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"1","issue":"1","first_page":"17","last_page":"42"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6439999938011169,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6439999938011169,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10429","display_name":"EEG and Brain-Computer Interfaces","score":0.2087000012397766,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.052000001072883606,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brain-wave-analysis","display_name":"brain wave analysis","score":0.8989999890327454},{"id":"https://openalex.org/keywords/electroencephalography","display_name":"EEG","score":0.9369999766349792},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.9319999814033508},{"id":"https://openalex.org/keywords/advertising-research","display_name":"advertising research","score":0.6809999942779541},{"id":"https://openalex.org/keywords/sales-response","display_name":"sales response","score":0.453000009059906},{"id":"https://openalex.org/keywords/target-market-segmentation","display_name":"target market segmentation","score":0.7860000133514404},{"id":"https://openalex.org/keywords/advertising-frequency","display_name":"advertising frequency","score":0.8330000042915344},{"id":"https://openalex.org/keywords/advertising-response","display_name":"consumer response to advertising","score":0.4259999990463257}],"concepts":[{"id":"https://openalex.org/C522805319","wikidata":"https://www.wikidata.org/wiki/Q179965","display_name":"Electroencephalography","level":2,"score":0.8531681299209595},{"id":"https://openalex.org/C2986798296","wikidata":"https://www.wikidata.org/wiki/Q60442","display_name":"Brain waves","level":3,"score":0.7885211706161499},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5767847895622253},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.42618584632873535},{"id":"https://openalex.org/C120843803","wikidata":"https://www.wikidata.org/wiki/Q4955807","display_name":"Brain activity and meditation","level":3,"score":0.42284533381462097},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.38103199005126953},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.27687227725982666},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.1876230537891388},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.09569662809371948}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/mar.4220010104","doi":"https://doi.org/10.1002/mar.4220010104","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.4220010104","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology &amp; Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":15,"referenced_works":["https://openalex.org/W180073006","https://openalex.org/W196782875","https://openalex.org/W583817867","https://openalex.org/W624184069","https://openalex.org/W1584212672","https://openalex.org/W1941711934","https://openalex.org/W1978980572","https://openalex.org/W1979618802","https://openalex.org/W1989870389","https://openalex.org/W2017768073","https://openalex.org/W2071324283","https://openalex.org/W2913165733","https://openalex.org/W3212446732","https://openalex.org/W4250575267","https://openalex.org/W4412427649"],"related_works":["https://openalex.org/W2045608788","https://openalex.org/W649826520","https://openalex.org/W2789845122","https://openalex.org/W563915609","https://openalex.org/W347906795","https://openalex.org/W6962724806","https://openalex.org/W2994720602","https://openalex.org/W2493788203","https://openalex.org/W2941404665","https://openalex.org/W2948890391"],"abstract_inverted_index":{"Abstract":[0],"The":[1,95,116],"results":[2],"from":[3],"the":[4,19,92],"authors's":[5],"applied":[6],"research":[7],"studies":[8],"of":[9,25,33,54,62,97,119],"communications\u2010effect":[10],"and":[11,79],"electroencephalographic":[12],"(EEG)":[13],"recording,":[14],"which":[15],"took":[16],"place":[17],"over":[18],"last":[20],"ten":[21],"years,":[22],"employing":[23],"thousands":[24],"respondents,":[26],"are":[27],"integrated":[28],"in":[29,101],"this":[30],"paper.":[31],"Application":[32],"EEG":[34,63,67,120],"methodology":[35],"to":[36,111],"ad":[37],"research,":[38],"rather":[39],"than":[40],"theory,":[41],"is":[42,50,69,81,106,122],"stressed.":[43],"Brain":[44,47,76,98],"Wave":[45,48,77,99],"Analysis":[46,49,78,100],"a":[51],"service":[52],"mark":[53],"NeuroCommunication":[55],"Research":[56],"Laboratories,":[57],"Inc.,":[58],"for":[59],"its":[60],"brand":[61],"service.":[64],",":[65],"an":[66],"technique,":[68],"described.":[70],"A":[71],"positive":[72],"relationship":[73],"determined":[74],"between":[75],"sales":[80],"discussed,":[82],"as":[83,85,89,108],"well":[84],"various":[86],"applications":[87],"such":[88],"\u201cbrain":[90],"typing\u201d":[91],"target":[93],"market.":[94],"application":[96],"determining":[102],"effective":[103],"advertising":[104],"frequency":[105],"discussed":[107],"it":[109],"relates":[110],"Krugman's":[112],"three":[113],"exposure":[114],"theory.":[115],"continuing":[117],"development":[118],"analysis":[121],"briefly":[123],"discussed.":[124]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":2},{"year":2021,"cited_by_count":2},{"year":2019,"cited_by_count":1},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":3},{"year":2013,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}
