In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

The use of neuroscience tools to study consumer behavior and the decision making process
in marketing has improved our understanding of cognitive, neuronal, and emotional …

Background: In the past decade, marketing studies have greatly benefited from the adoption
of neuroscience techniques to explore conscious and unconscious drivers of consumer …

Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to
study the impact of advertising on brain regions and processes are scant and remain …

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 …

A basic aim of marketing research is to predict consumers' preferences and the success of
marketing campaigns at the population-level. However, traditional marketing tools have …

Despite the growing popularity of neuroscientific methods to elicit more objective information
compared to the traditional research methods, there is little research on the impact of social …

Television (TV) programming attracts ever-growing audiences and dominates the cultural
zeitgeist. Viewership and social media engagement have become standard indices of …

Purpose This paper aims to present a study using encephalography (EEG) to investigate
consumer responses to narrative videos in energy efficiency social marketing. The purpose …

This research investigated the use of consumer neuroscience to improve and determine the
effectiveness of action/emotion-based public health and social cause (HSC) advertisements …