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

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 …

Applying EEG in consumer neuroscience | Emerald Insight Books and journals Case studies
Expert Briefings Open Access Publish with us Advanced search Applying EEG in consumer …

Though artificial intelligence (AI) recommendation is a hot topic in recent marketing
research, previous research has shown a convergent tendency for aversion to AI …

Familiarity of marketing stimuli may affect consumer behaviour at a peri-perceptual
processing level. The current study introduces a method for deep learning of …

The application of neurophysiological techniques to marketing and consumer research has
seen tremendous growth in recent years. To provide a comprehensive overview of …

Previous interactive marketing literature has concluded that banner attributes are key drivers
of ad effectiveness and online consumer behaviors. In particular, prior advertising studies …

Recently, the promising field of neuromarketing, which uses neuroscience in the decision-
making has attracted growing interest from various end-user industries and geography. As …

The payment method is a key factor influencing online consumers' purchase decisions.
However, little is known about its underlying neural basis, which could help to reveal the …

Traditional psychological theories of message persuasion typically conclude that messages
that are able to facilitate an optimal allocation of cognitive resources in the audience will …