• Print Page
• eMail Page

Search website for :

Home→The Westburn Dictionary of Marketing→E→electroencephalograph

electroencephalograph

Definition:
A piece of equipment used (in the area of MARKETING) to measure brain-wave activity in response to ADVERTISING (both print and televisual) - and most especially in research relating to the study of BRAIN HEMISPHERE LATERALIZATION occurring during the processing of information from MARKETING COMMUNICATIONS.

Cross-References:
[marketing] [advertising] [brain hemisphere lateralization] [marketing communications]

Links:

Figures:

© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Graham K. Peaston and Michael J. Baker], [1998].