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 during the Observation of Marketing Stimuli: A Neuroelectrical Perspective / Vecchiato, Giovanni; Astolfi, Laura; Fabrizio, Vico Fallani; Toppi, Jlenia; Aloise, Fabio; Maglione, ANTON GIULIO; Cincotti, Febo; Donatella, Mattia; Babiloni, Fabio. - STAMPA. - 273(2011), pp. 273-281. ((Intervento presentato al convegno 4th International Joint Conference on Biomedical Engineering Systems and Technologies tenutosi a Rome; Italy nel 26-29 January 2011 [10.1007/978-3-642-29752-6_20].

Understanding Cerebral Activations during the Observation of Marketing Stimuli: A Neuroelectrical Perspective

VECCHIATO, GIOVANNI;ASTOLFI, LAURA;TOPPI, JLENIA;ALOISE, FABIO;MAGLIONE, ANTON GIULIO;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
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