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 …

Consumer neuroscience is a new paradigm for studying consumer behavior, focusing on
neuroscientific tools to explore the underlying neural processes and behavioral implications …

The debate about which communication strategies are most effective for inducing
consumers to behave sustainably remains open, despite growing attention on more …

Based on the theory of planned behavior, this paper presents a study on the core
components of attitude, subjective norm, perceived behavior control, and introduces a moral …

Technological advances and innovations in the agri-food sector have become increasingly
important over the past decade. However, as consumers often have little knowledge and …

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 …

The spontaneous pro-environmental behavior (PEB) of rural residents is essential for rural
environmental governance. Existing studies have primarily focused on the impact of …

Pro-environmental behavior benefits the environment but is individually costly. Therefore,
understanding the neural processes of pro-environmental behavior can advance our …

People show a separation of intention and behavior in green consumption, and promoting
actual green purchase behavior is more important than purchase intention. This study …

Background Tourism consumption is a topic with heated debates in tourism research, and
pricing tourism products is a crucial task for tourism managers. Different types of tourist …