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

Real-world experience is typically multimodal. Evidence indicates that the facilitation in the
detection of multisensory stimuli is modulated by the perceptual load, the amount of …

Featured Application This article presents an application of deep learning in preference
detection performed using EEG-based BCI. Abstract The traditional marketing …

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 …

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 …

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 …

Based on cognitive–emotional neuroscience, the effectiveness of advertisement is
measured in terms of individuals' unconscious emotional responses. Using AFFDEX to …

Until now, neuromarketing studies have usually been aimed at assessing the predictive
value of psychophysiological measures gathered while watching a marketing message …