Consumer neuroscience is an emerging interdisciplinary field that combines psychology, neuroscience, and economics to study how the brain is physiologically affected by advertising and marketing strategies (Lee, Broderick, & Chamberlain, 2007; Madan, 2010). It links consumer choices and decision-making to marketing research (Camerer, Loewenstein, & Prelec, 2004; Pirouz, 2007; Plassmann, Ramsoy, & Milosavljevic, 2012). The general assumption is that human brain activity can provide marketers with information not obtainable via conventional marketing research methods (e.g., interviews, questionnaires, focus groups) (Ariely & Berns, 2010). This is mainly driven by the fact that people cannot
(or do not want to) fully explain their preferences when explicitly asked; as human behavior can be (and is) driven by processes operating below the level of conscious awareness (Calvert & Brammer, 2012). In such cases, the effectiveness of the different marketing strategies may be evaluated by monitoring brain activity resulting from consumers observing different advertisements and products (Astolfi et al., 2009; Ohme, Reykowska, Wiener, & Choromanska, 2009). The change in the human brain signal, denoted as Electroencephalogram (EEG), and its main spectral bands of Delta (0–4 Hz), Theta (3–7 Hz), Alpha (8–12 Hz), Beta (13–30 Hz), and Gamma (30–40 Hz) is observed to examine consumers’ cognitive or affective processes in response to prefabricated marketing stimuli (Aurup, 2011; Bourdaud, Chavarriaga, Galan, & Millan, 2008; Custdio, 2010; Kawasaki & Yamaguchi, 2012; Khushabaa et al., 2012; Mostafa, 2012; Ohme, Reykowska, Wiener, & Choromanska, 2010).
I am listing in this page my publications in this field for those interested to read only these papers to learn more.