@article{scholte2022neuromarketing,
  title={Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot},
  author={Scholte, H Steven and van der Leij, Andries and Lamme, Victor AF},
  journal={Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales},
  pages={43--54},
  year={2022},
  publisher={Springer Fachmedien Wiesbaden}
}

{"_id":"nz8x6m4KvjRphxu8i","bibbaseid":"scholte-vanderleij-lamme-neuromarketingbeyondtheposttestfmricanpredictthecommercialeffectivenessofstoryboardsbeforethetvcommercialisshot-2022","author_short":["Scholte, H S.","van der Leij, A.","Lamme, V. A."],"bibdata":{"bibtype":"article","type":"article","title":"Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot","author":[{"propositions":[],"lastnames":["Scholte"],"firstnames":["H","Steven"],"suffixes":[]},{"propositions":["van","der"],"lastnames":["Leij"],"firstnames":["Andries"],"suffixes":[]},{"propositions":[],"lastnames":["Lamme"],"firstnames":["Victor","AF"],"suffixes":[]}],"journal":"Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales","pages":"43–54","year":"2022","publisher":"Springer Fachmedien Wiesbaden","bibtex":"@article{scholte2022neuromarketing,\n title={Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot},\n author={Scholte, H Steven and van der Leij, Andries and Lamme, Victor AF},\n journal={Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales},\n pages={43--54},\n year={2022},\n publisher={Springer Fachmedien Wiesbaden}\n}\n\n","author_short":["Scholte, H S.","van der Leij, A.","Lamme, V. A."],"key":"scholte2022neuromarketing","id":"scholte2022neuromarketing","bibbaseid":"scholte-vanderleij-lamme-neuromarketingbeyondtheposttestfmricanpredictthecommercialeffectivenessofstoryboardsbeforethetvcommercialisshot-2022","role":"author","urls":{},"metadata":{"authorlinks":{}}},"bibtype":"article","biburl":"https://bibbase.org/network/files/ru8RsKWt2sEMhYweZ","dataSources":["qhZp6jeYP8CazqAmx"],"keywords":[],"search_terms":["neuromarketing","beyond","posttest","fmri","predict","commercial","effectiveness","storyboards","before","commercial","shot","scholte","van der leij","lamme"],"title":"Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot","year":2022}