On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research
Joint Authors
Babiloni, Fabio
Aloise, Fabio
Mattia, Donatella
Kong, Wanzeng
Wei, Daming
Astolfi, Laura
De Vico Fallani, Fabrizio
Cincotti, Febo
Toppi, Jlenia
Dai, Jounging
Vecchiato, Giovanni
Bez, Francesco
Source
Computational Intelligence and Neuroscience
Issue
Vol. 2011, Issue 2011 (31 Dec. 2011), pp.1-12, 12 p.
Publisher
Hindawi Publishing Corporation
Publication Date
2011-09-27
Country of Publication
Egypt
No. of Pages
12
Main Subjects
Abstract EN
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods.
The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research.
In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies.
By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli.
Such information will be related to the memorization and pleasantness related to such stimuli.
We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements.
These information could be unobtainable through common tools used in standard marketing research.
We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries.
American Psychological Association (APA)
Vecchiato, Giovanni& Astolfi, Laura& De Vico Fallani, Fabrizio& Toppi, Jlenia& Aloise, Fabio& Bez, Francesco…[et al.]. 2011. On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research. Computational Intelligence and Neuroscience،Vol. 2011, no. 2011, pp.1-12.
https://search.emarefa.net/detail/BIM-487681
Modern Language Association (MLA)
Vecchiato, Giovanni…[et al.]. On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research. Computational Intelligence and Neuroscience No. 2011 (2011), pp.1-12.
https://search.emarefa.net/detail/BIM-487681
American Medical Association (AMA)
Vecchiato, Giovanni& Astolfi, Laura& De Vico Fallani, Fabrizio& Toppi, Jlenia& Aloise, Fabio& Bez, Francesco…[et al.]. On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research. Computational Intelligence and Neuroscience. 2011. Vol. 2011, no. 2011, pp.1-12.
https://search.emarefa.net/detail/BIM-487681
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references
Record ID
BIM-487681