# How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation

> Research article (Journal of Advertising Research, 2021) · cited 14× · AI/ML

**Wikidata**: [openalex:W3203634420](https://www.wikidata.org/wiki/openalex:W3203634420)  
**Source**: https://4ort.xyz/entity/how-moment-to-moment-eeg-measures-enhance-ad-effectiveness-evaluation