A practical review of electroencephalography’s value to consumer research

Electroencephalography (EEG) offers insights into the neural responses of consumers to marketing stimuli which can be used to evaluate the effectiveness of such stimuli in directing favorable consumer behavior in real-world settings.


With the rapid growth and increasing accessibility of techniques used in neuroscience, the field of neuromarketing has emerged in efforts to offer a competitive advantage in marketing (Cherubino et al., 2019; Fortunato et al., 2014). Neuromarketing–the...

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