This paper aims to be a survey of recent experiments performed in the Neuromarketing field. Our purpose is to illustrate results obtained by employing the popular tools of investigation well known in the international neuroelectrical community such as the MEG, High Resolution EEG techniques and steady-state visually evoked potentials. By means of temporal and frequency patterns of cortical activations we intend to show how the neuroscientific community is nowadays sensible to the needs of companies and, at the same time, how the same tools are able to retrieve hidden information about the demands of consumers. These instruments could be of help both in pre- and post-design stage of a product, or a service, that a marketer is going to promote.

Understanding cerebral activations in neuromarketing: A neuroelectrical perspective / Vecchiato, Giovanni; Astolfi, Laura; DE VICO FALLANI, Fabrizio; Toppi, Jlenia; Aloise, Fabio; Cincotti, Febo; D., Mattia; Babiloni, Fabio. - (2011), pp. 91-97. ((Intervento presentato al convegno International Conference on Bio-Inspired Systems and Signal Processing, BIOSIGNALS 2011 tenutosi a Rome nel 26 January 2011 through 29 January 2011 [10.5220/0003354900910097].

Understanding cerebral activations in neuromarketing: A neuroelectrical perspective

VECCHIATO, GIOVANNI;ASTOLFI, LAURA;DE VICO FALLANI, FABRIZIO;TOPPI, JLENIA;ALOISE, FABIO;CINCOTTI, FEBO;BABILONI, Fabio
2011

Abstract

This paper aims to be a survey of recent experiments performed in the Neuromarketing field. Our purpose is to illustrate results obtained by employing the popular tools of investigation well known in the international neuroelectrical community such as the MEG, High Resolution EEG techniques and steady-state visually evoked potentials. By means of temporal and frequency patterns of cortical activations we intend to show how the neuroscientific community is nowadays sensible to the needs of companies and, at the same time, how the same tools are able to retrieve hidden information about the demands of consumers. These instruments could be of help both in pre- and post-design stage of a product, or a service, that a marketer is going to promote.
9789898425355
File allegati a questo prodotto
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11573/490071
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 0
  • ???jsp.display-item.citation.isi??? 0
social impact