Potter presents key methods for advertising researchers
Associate professor Rob Potter presented his work at the American Academy of Advertising pre-conference March 17.
His talk, “Understanding the Theoretical Underpinnings of Psychophysiology,” was part of the Theoretical Approaches to the Study of Advertising and Psychophysiology and Neuroscience session.
Potter’s talk looked at physiological measures in advertising research. He argued that the effectiveness of the methods used in advertising research is thanks to certain psychophysiological, theoretical principles that are key to advertising researchers.
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