0000000000942740
AUTHOR
Vincenzo Catrambone
showing 2 related works from this author
Heart rate variability in marketing research: A systematic review and methodological perspectives
2022
Abstract Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred…
Lateralization of directional brain-heart information transfer during visual emotional elicitation
2019
Previous studies have characterized the physiological interactions between central nervous system (brain) and peripheral cardiovascular system (heart) during affective elicitation in healthy subjects; however, questions related to the directionality of this functional interplay have been gaining less attention from the scientific community. Here, we explore brain-heart interactions during visual emotional elicitation in healthy subjects using measures of Granger causality (GC), a widely used descriptor of causal influences between two dynamical systems. The proposed approach inferences causality between instantaneous cardiovagal dynamics estimated from inhomogeneous point-process models of…