Introduction The present paper discusses the findings of a systematic review of EEG
measures in neuromarketing, identifying which EEG measures are the most robust predictor …

Abstract Brain–computer interface (BCI), an emerging technology that facilitates
communication between brain and computer, has attracted a great deal of research in recent …

Affective, emotional, and physiological states (AFFECT) detection and recognition by
capturing human signals is a fast-growing area, which has been applied across numerous …

The neuromarketing phenomenon has led to a makeover in the marketing area, and its
application in the business world has generated a better insight into understanding diverse …

Neuromarketing is the field of studying neural signals to comprehend consumer behavior,
which can help improve marketing strategies. In the recent past, scholars have conducted …

Neuromarketing uses brain‐computer interface technology to understand customer
preferences in response to marketing stimuli. Every year, marketing professionals spend …

Celebrity endorsement is nowadays a frequently used technique in marketing and
advertising. On the one hand, celebrities have the ability to attract attention towards the …

Willingness to pay (WTP) pervades every marketplace transaction, therefore, understanding
how the brain makes bidding decisions is essential in consumer neuroscience. Although …

Consumers' selections and decision-making processes are some of the most exciting and
challenging topics in neuromarketing, sales, and branding. Multicultural influences and …

This literature review surveys research papers that focused on the use of
Electroencephalography (EEG) to study the impact of different factors in consumer behavior …