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

Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Jlenia Toppi, Fabio Aloise, Anton Giulio Maglione, Febo Cincotti, Donatella Mattia, Fabio Babiloni

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)273-281
Number of pages9
JournalCommunications in Computer and Information Science
Volume273
DOIs
Publication statusPublished - 2011

Keywords

  • Functional connectivity
  • High resolution EEG
  • MEG
  • Neuromarketing
  • SSVEP

ASJC Scopus subject areas

  • Computer Science(all)

Fingerprint Dive into the research topics of 'Understanding Cerebral Activations during the Observation of Marketing Stimuli: A Neuroelectrical Perspective'. Together they form a unique fingerprint.

Cite this