Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking

• Published in: Expert systems with applications Vol. 40; no. 9; pp. 3803 - 3812
• Main Authors: Khushaba, Rami N., Wise, Chelsea, Kodagoda, Sarath, Louviere, Jordan, Kahn, Barbara E., Townsend, Claudia
• Format: Journal Article
• Language: English
• Published: Amsterdam Elsevier Ltd 01.07.2013; Elsevier
• Subjects: 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

► This paper investigates physiological decision processes during decision making. ► The task required participants to choose their preferred crackers (shape, flavour and topping). ► We observe and evaluate the cortical activity of the different brain regions. ► We quantify the importance of differe...