Neurosemiotics and the Neural Basis of Semiosis: Disclosing the Neural Substrates of Pragmatics With tDCS

Âmbito Geográfico Nacional; Internacional
Linha de Investigação Marketing, Inovação e Serviços
Investigadores José Paulo Santos
Referência UNICES-15-2016   
Estado Terminado

​The purpose of this research is to investigate the participation of a brain network which encompasses the frontal pole, precuneus cortex, and angular gyrus in the decoding of symbols (brands) in the brain. In Semiotics, the process of decoding the meaning of a sign, framed by the individual's state of knowledge, is known as Pragmatics, or, better, Pragmaticism (Peirce, 1931).