A Primer and Case Study on What Eeg Can Do For Marketing Research
Marketers expend valuable resources studying consumer behavior through neuromarketing. Electroencephalogram (EEG) investigations have thus far gauged consumers’ preferences for presented products. However, EEG offers more utility than product choice from preference. Here we provide a tutorial on EEG classifications, capabilities, and provide information into the practical application of this technology.
Citation:
Oriana Aragon (2021) ,"A Primer and Case Study on What Eeg Can Do For Marketing Research", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 930-930.
Authors
Oriana Aragon, Wilbur O. and Ann Powers College of Business, Clemson University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Asymmetry in Susceptibility to Fake News due to Political Orientation
Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA
Featured
R12. Brand Primes Can Satiate (Important) Consumer Goals
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
Featured
O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude
Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School