{"id":"https://openalex.org/W4390146272","doi":"https://doi.org/10.1016/j.stae.2023.100069","title":"Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship","display_name":"Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship","publication_year":2023,"publication_date":"2023-12-23","ids":{"openalex":"https://openalex.org/W4390146272","doi":"https://doi.org/10.1016/j.stae.2023.100069"},"language":"en","primary_location":{"id":"doi:10.1016/j.stae.2023.100069","doi":"https://doi.org/10.1016/j.stae.2023.100069","is_oa":true,"landing_page_url":"https://doi.org/10.1016/j.stae.2023.100069","pdf_url":null,"source":{"id":"https://openalex.org/S4220650898","display_name":"Sustainable Technology and Entrepreneurship","issn_l":"2773-0328","issn":["2773-0328"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-scientific","cwts-core","doaj","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainable Technology and Entrepreneurship","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1016/j.stae.2023.100069","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5047167123","display_name":"Marian N\u00fa\u00f1ez Cansado","orcid":"https://orcid.org/0000-0002-6658-3996","observed_orcids":["https://orcid.org/0000-0002-6658-3996"]},"institutions":[{"id":"https://openalex.org/I108103353","display_name":"Universidad de Valladolid","ror":"https://ror.org/01fvbaw18","country_code":"ES","type":"education","lineage":["https://openalex.org/I108103353"]}],"countries":["ES"],"is_corresponding":true,"raw_author_name":"Marian N\u00fa\u00f1ez-Cansado","raw_affiliation_strings":["University of Valladolid (Spain)"],"raw_orcid":"https://orcid.org/0000-0002-6658-3996","affiliations":[{"raw_affiliation_string":"University of Valladolid (Spain)","institution_ids":["https://openalex.org/I108103353"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5111099422","display_name":"Gabriel Carrascosa M\u00e9ndez","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Gabriel Carrascosa M\u00e9ndez","raw_affiliation_strings":["Communication Fusion Laboratory (Spain)"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Communication Fusion Laboratory (Spain)","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5080070693","display_name":"David Ju\u00e1rez Var\u00f3n","orcid":"https://orcid.org/0000-0003-3251-8851","observed_orcids":["https://orcid.org/0000-0003-3251-8851"]},"institutions":[{"id":"https://openalex.org/I60053951","display_name":"Universitat Polit\u00e8cnica de Val\u00e8ncia","ror":"https://ror.org/01460j859","country_code":"ES","type":"education","lineage":["https://openalex.org/I60053951"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"David Ju\u00e1rez-Var\u00f3n","raw_affiliation_strings":["Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV) (Spain)"],"raw_orcid":"https://orcid.org/0000-0003-3251-8851","affiliations":[{"raw_affiliation_string":"Universitat Polit\u00e8cnica de Val\u00e8ncia (UPV) (Spain)","institution_ids":["https://openalex.org/I60053951"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5047167123","https://openalex.org/A5111099422"],"corresponding_institution_ids":["https://openalex.org/I108103353"],"apc_list":{"value":1800,"currency":"USD","value_usd":1800},"apc_paid":{"value":1800,"currency":"USD","value_usd":1800},"fwci":2.6444,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.91584864,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":96,"max":98},"biblio":{"volume":"3","issue":"3","first_page":"100069","last_page":"100069"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.25850000977516174,"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/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.25850000977516174,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.1995999962091446,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.1143999993801117,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/neuromarketing","display_name":"neuromarketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/carryover-effects","display_name":"residual effects","score":0.9639999866485596},{"id":"https://openalex.org/keywords/attribution-bias","display_name":"attribution bias","score":0.8349999785423279},{"id":"https://openalex.org/keywords/electroencephalography","display_name":"EEG","score":0.8920000195503235},{"id":"https://openalex.org/keywords/skin-conductance","display_name":"skin conductance","score":0.9929999709129333},{"id":"https://openalex.org/keywords/emotional-arousal","display_name":"emotional arousal","score":0.6790000200271606},{"id":"https://openalex.org/keywords/motivation","display_name":"motivation","score":0.6650000214576721},{"id":"https://openalex.org/keywords/business-communication","display_name":"business communication","score":0.5419999957084656}],"concepts":[{"id":"https://openalex.org/C2781183061","wikidata":"https://www.wikidata.org/wiki/Q516337","display_name":"Neuromarketing","level":2,"score":0.930533766746521},{"id":"https://openalex.org/C143299363","wikidata":"https://www.wikidata.org/wiki/Q900584","display_name":"Attribution","level":2,"score":0.6481117010116577},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5022976398468018},{"id":"https://openalex.org/C98045186","wikidata":"https://www.wikidata.org/wiki/Q205663","display_name":"Process (computing)","level":2,"score":0.49840593338012695},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4222242832183838},{"id":"https://openalex.org/C126780896","wikidata":"https://www.wikidata.org/wiki/Q899871","display_name":"Distortion (music)","level":4,"score":0.41989627480506897},{"id":"https://openalex.org/C2777855551","wikidata":"https://www.wikidata.org/wiki/Q12310021","display_name":"Subject (documents)","level":2,"score":0.41303110122680664},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3471648395061493},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.3377496302127838},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.23089098930358887},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.17596855759620667},{"id":"https://openalex.org/C161191863","wikidata":"https://www.wikidata.org/wiki/Q199655","display_name":"Library science","level":1,"score":0.0},{"id":"https://openalex.org/C194257627","wikidata":"https://www.wikidata.org/wiki/Q211554","display_name":"Amplifier","level":3,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C31258907","wikidata":"https://www.wikidata.org/wiki/Q1301371","display_name":"Computer network","level":1,"score":0.0},{"id":"https://openalex.org/C2776257435","wikidata":"https://www.wikidata.org/wiki/Q1576430","display_name":"Bandwidth (computing)","level":2,"score":0.0}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.1016/j.stae.2023.100069","doi":"https://doi.org/10.1016/j.stae.2023.100069","is_oa":true,"landing_page_url":"https://doi.org/10.1016/j.stae.2023.100069","pdf_url":null,"source":{"id":"https://openalex.org/S4220650898","display_name":"Sustainable Technology and Entrepreneurship","issn_l":"2773-0328","issn":["2773-0328"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-scientific","cwts-core","doaj","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainable Technology and Entrepreneurship","raw_type":"journal-article"},{"id":"pmh:oai:hispana.mcu.es:58223153","doi":null,"is_oa":true,"landing_page_url":"https://doi.org/10.1016/j.stae.2023.100069","pdf_url":null,"source":{"id":"https://openalex.org/S4377196108","display_name":"Hispana","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:riunet.upv.es:10251/220300","doi":null,"is_oa":true,"landing_page_url":"https://riunet.upv.es/handle/10251/220300","pdf_url":"https://riunet.upv.es/bitstreams/5a3b61eb-abf5-4c09-8de4-a38a6a44f081/download","source":{"id":"https://openalex.org/S4306400639","display_name":"RiuNet (Universitat Polit\u00e8cnica de Val\u00e8ncia)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I60053951","host_organization_name":"Universitat Polit\u00e8cnica de Val\u00e8ncia","host_organization_lineage":["https://openalex.org/I60053951"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:uvadoc.uva.es:10324/72999","doi":null,"is_oa":true,"landing_page_url":"https://uvadoc.uva.es/handle/10324/72999","pdf_url":"https://uvadoc.uva.es/bitstream/10324/72999/1/elservier.pdf","source":{"id":"https://openalex.org/S4306401553","display_name":"UVaDOC UVaDOC University of Valladolid Documentary Repository (University of Valladolid)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I108103353","host_organization_name":"Universidad de Valladolid","host_organization_lineage":["https://openalex.org/I108103353"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:doaj.org/article:3fcb164345ef445c8edf35278dcb9225","doi":null,"is_oa":false,"landing_page_url":"https://doaj.org/article/3fcb164345ef445c8edf35278dcb9225","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Sustainable Technology and Entrepreneurship, Vol 3, Iss 3, Pp 100069- (2024)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.1016/j.stae.2023.100069","doi":"https://doi.org/10.1016/j.stae.2023.100069","is_oa":true,"landing_page_url":"https://doi.org/10.1016/j.stae.2023.100069","pdf_url":null,"source":{"id":"https://openalex.org/S4220650898","display_name":"Sustainable Technology and Entrepreneurship","issn_l":"2773-0328","issn":["2773-0328"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["anvur-scientific","cwts-core","doaj","jufo-1","norway-1"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Sustainable Technology and Entrepreneurship","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":42,"referenced_works":["https://openalex.org/W751388425","https://openalex.org/W769711000","https://openalex.org/W1597326650","https://openalex.org/W1976098366","https://openalex.org/W1987015068","https://openalex.org/W1993729325","https://openalex.org/W2023522223","https://openalex.org/W2025258510","https://openalex.org/W2060932428","https://openalex.org/W2095650969","https://openalex.org/W2115156456","https://openalex.org/W2119374219","https://openalex.org/W2122262023","https://openalex.org/W2142164940","https://openalex.org/W2152772614","https://openalex.org/W2159001481","https://openalex.org/W2164773028","https://openalex.org/W2315918068","https://openalex.org/W2769514020","https://openalex.org/W2805481650","https://openalex.org/W2807085098","https://openalex.org/W2902491977","https://openalex.org/W2942806832","https://openalex.org/W2957903401","https://openalex.org/W2983443565","https://openalex.org/W3000617966","https://openalex.org/W3003972878","https://openalex.org/W3004326827","https://openalex.org/W3022002216","https://openalex.org/W3030021786","https://openalex.org/W3096014909","https://openalex.org/W3107144893","https://openalex.org/W3111377917","https://openalex.org/W3138400973","https://openalex.org/W3148109688","https://openalex.org/W3163262006","https://openalex.org/W3164597828","https://openalex.org/W4211077705","https://openalex.org/W4238131246","https://openalex.org/W4248446923","https://openalex.org/W6755063645","https://openalex.org/W6794490453"],"related_works":["https://openalex.org/W7011621525","https://openalex.org/W2613963187","https://openalex.org/W7170147138","https://openalex.org/W7163188083","https://openalex.org/W7151756643","https://openalex.org/W4285609129","https://openalex.org/W7136208634","https://openalex.org/W7116075811","https://openalex.org/W2556655700","https://openalex.org/W4386401781"],"abstract_inverted_index":{"Considering":[0],"the":[1,5,11,19,29,39,64,73,86,120,124,135,139,146,157,161,175,192],"informational":[2],"overwhelm":[3],"of":[4,16,21,28,32,38,41,119,126,137,141,159,177,179,196],"last":[6],"few":[7],"years":[8],"and":[9,49,98,123,154,165,174,194],"given":[10],"rise":[12],"in":[13,185],"new":[14,87],"entrepreneurship":[15],"communication":[17,52],"means,":[18],"optimization":[20],"commercial":[22],"communication's":[23],"marketing":[24,33],"has":[25,43],"become":[26],"one":[27],"primary":[30],"objectives":[31],"strategy.":[34],"The":[35,82,167],"quantitative":[36],"computation":[37],"number":[40],"impacts":[42],"been":[44],"rendered":[45],"insufficient":[46],"for":[47,62],"evaluating":[48],"planning":[50,55,109],"a":[51],"campaign.":[53],"Strategic":[54],"relies":[56],"on":[57,93,107,145],"increasingly":[58],"more":[59],"precise":[60],"models":[61,68],"determining":[63],"desired":[65],"formula.":[66],"These":[67],"do":[69],"not":[70],"typically":[71],"take":[72],"physiological":[74],"parameter":[75],"essential":[76],"to":[77,85],"decision-making":[78,148],"into":[79],"account:":[80],"emotion.":[81],"technologies":[83,133],"applied":[84],"methodologies":[88],"that":[89,105],"neuromarketing":[90],"brings":[91],"rely":[92],"great":[94],"support":[95],"from":[96,130],"theorists":[97],"professionals,":[99],"even":[100],"though":[101],"hardly":[102],"any":[103],"studies":[104],"center":[106],"strategic":[108],"media":[110],"exist.":[111],"In":[112],"this":[113],"study,":[114],"we":[115],"present":[116],"an":[117,170],"analysis":[118],"residual":[121],"effect":[122,173],"distortion":[125],"erroneous":[127],"attribution":[128,180],"stemming":[129],"neuromarketing's":[131],"own":[132],"with":[134,156,181],"objective":[136],"analyzing":[138,160],"influence":[140],"adjacent":[142],"content":[143],"items":[144],"subject's":[147,162],"process.":[149],"Cross-technologies":[150],"were":[151],"used:":[152],"EEG":[153],"GSR,":[155],"goal":[158],"emotional":[163,171],"activation":[164],"motivation.":[166],"results":[168],"demonstrate":[169],"dragging":[172],"appearance":[176],"bias":[178],"very":[182],"significant":[183],"values":[184],"every":[186],"case,":[187],"showing":[188],"notable":[189],"differences":[190],"regarding":[191],"nature":[193],"polarity":[195],"emotions.":[197]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":4},{"year":2024,"cited_by_count":4}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2023-12-24T00:00:00"}