On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research

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...

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Bibliographic Details
Published in:Computational Intelligence and Neuroscience 2011-01, Vol.2011 (2011), p.185-196
Main Authors: Astolfi, Laura, Vecchiato, Giovanni, De Vico Fallani, Fabrizio, Toppi, Jlenia, Aloise, Fabio, Bez, Francesco, Wei, Daming, Kong, Wanzeng, Dai, Jounging, Cincotti, Febo, Mattia, Donatella, Babiloni, Fabio
Format: Article
Language:English
Subjects:
Brain - physiology
Brain Mapping - methods
Electroencephalography
Female
Humans
Magnetoencephalography
Male
Management
Marketing research
Review
Social Marketing
Technology application
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Summary: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.
ISSN:1687-5265
1687-5273
DOI:10.1155/2011/643489