The new technological advances achieved during the last decade allowed the scientific
community to investigate and employ neurophysiological measures not only for research …

This document aims to conduct a literature review in order to identify evolution and research
trends in the area of neuromarketing. To achieve this objective, a science mapping …

This research volume serves as a comprehensive resource for psychophysiological
research on media responses. It addresses the theoretical underpinnings, methodological …

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 …

The purpose of the present study is to investigate whether the effectiveness of a new ad on
digital channels (YouTube) can be predicted by using neural networks and neuroscience …

Research on the effects of exercise on cortical activity has grown significantly, with a
predominant focus on the technique of electroencephalography (EEG). Technological …

The Universum data, which indicates a sample that does not belong to any of the classes,
has been proved to be useful in supervised learning. The researchers have explored the …

Consumers' attitudes towards established brands were tested using implicit and explicit
measures. In particular, late positive potential (LPP) effects were assessed as an implicit …

The use of neuroscientific research methods can provide marketers with the means to better
analyze and understand consumer behavior. These technologies and methods have helped …

In the past decade, decision neuroscience and neuroeconomics have developed many new
insights in the study of decision making. This review provides an overarching update on how …