Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking - Khushaba, Rami N.; Wise, Chelsea; Kodagoda, Sarath; Louviere, Jordan; Kahn, Barbara E.; Townsend, Claudia (Expert systems with applications, 2013)
Keywords: Applied sciences; Biological and medical sciences; Choice modeling; Electrodiagnosis. Electric activity recording; Electroencephalogram (EEG); Exact sciences and technology; Firm modelling; Investigative techniques, diagnostic techniques (general aspects); Mechanical engineering. Machine design; Medical sciences; Nervous system; Neuromarketing; Operational research and scientific management; Operational research. Management science; Neuromarketing; Choice modeling; Electroencephalogram (EEG); Brain; Production design; Central nervous system; Cognition; Electroencephalography; Pursuit eye movement; Modeling; Human factor; Information analysis; Marketing; Encephalon; Engineering design; Eye; Consumer; Preference; Square shape; Ophthalmology; Information layout; Mutual information; Power spectrum