Using neural data to forecast aggregate consumer behavior in neuromarketing: Theory, metrics, progress, and outlook

• Published in: Journal of consumer behaviour Vol. 23; no. 4; pp. 2142 - 2159
• Main Authors: Yao, Xiaoqiang, Wang, Yiwen
• Format: Journal Article
• Language: English
• Published: London Wiley Subscription Services, Inc 01.07.2024
• Subjects: Advertising campaigns; Cognition; Consumer behavior; Forecasting; Machine learning; Marketing; Motivation; Psychological processes

The field of using neural data to forecast aggregate consumer choice has garnered attention in the past decade, holding substantial promise for both researchers and practitioners. However, a comprehensive understanding of this emerging field is lacking. This paper aims to bridge that gap by summariz...