Using Consumer Neuroscience to Explain Product Choice From Experience

Academics and practitioners increasingly are expending valuable resources studying consumer behavior through neuromarketing. Electroencephalogram (EEG) investigations have thus far gauged consumers’ preferences for presented products. This is the first EEG investigation (N=135) to successfully capture consumers’ nonproduct-related internal states to predict consumers’ product choices made moments after EEG data collection.


Oriana Rachel Aragón (2020) ,"Using Consumer Neuroscience to Explain Product Choice From Experience", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.


Oriana Rachel Aragón, Clemson University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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