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.


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.


Oriana Aragon, Wilbur O. and Ann Powers College of Business, Clemson University


NA - Advances in Consumer Research Volume 49 | 2021

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