Neuromarketing (NM) is an application of neuroimaging and physiological tools to record
the neural correlates of consumers' behaviour (eg, decision-making, emotion, attention, and …

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 …

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 …

The importance of branding in marketing strategies makes it essential to understand the
elements that give value-added to the brands. The very nature of ecological brands adds …

In this paper, neural features influenced by brand familiarity and category were investigated
in a brand extension experiment by using conventional event-related potentials (ERPs) and …

Despite several neuroscience tools existing, electroencephalography (EEG) is the most
used and favoured tool among researchers because of its relatively low cost and high …

Geographical Indication (GI) certifications enable producers to set production standards and
create competitive advantage based on product's origin. In a coffee tasting experiment, brain …

Brain–computer interface (BCI) technology used to monitor conscious-brain electrical activity
via electroencephalogram (EEG) signals has facilitated the detection of human preferences …

There is currently a growing interest in a deeper understanding of consumer behaviour. In
this context, the union of different disciplines such as neuroscience and marketing has given …

Utilizing the high temporal resolution of event-related potentials (ERPs), we compared the
time course of processing incongruent color versus 3D-depth information. Participants were …