Functional MRI ↔ Electroencephalography

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Electroencephalography (EEG) and functional MRI (fMRI) are both prominent neuroimaging techniques used to track brain functions and neural activity, as evidenced by their frequent co-application in neuroscience and neuromarketing research [1], [2], and [3]. They are often compared or integrated in studies to capture complementary data on cognitive and emotional processes [4], [5], and [6].

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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org Frontiers 9 facts

claimResearchers argue that EEG sensors are more effective than galvanic skin response (GSR), photoplethysmography (PPG), and fMRI because EEG allows for insights into moment-by-moment changes in emotional expression.

referenceLee et al. (2007) demonstrated that techniques such as eye-tracking, fMRI, and EEG reveal neural triggers that influence consumer preferences and intentions.

claimEEG captures event-related potentials (ERPs) that reflect emotional and cognitive responses, while fMRI identifies brain regions involved in reward processing, attention, and decision-making.

claimIntegrating multiple neuroimaging techniques, such as fMRI, EEG, and eye-tracking, allows researchers to simultaneously capture neural, physiological, and attentional data to provide a more holistic view of the consumer decision-making process.

claimEEG and fMRI studies indicate that the prefrontal cortex shows increased activity during logical assessments, while the amygdala shows increased activity in response to emotional elements related to branding or perceived product value.

claimNeuroscientific techniques such as EEG, fMRI, and eye-tracking can evaluate consumer behavior across decision-making stages, including need recognition, evaluation, and post-purchase, by measuring real-time neural responses.

claimMarketing and consumer research increasingly utilize neurometric techniques, including fMRI, EEG, MEG, SST, TMS, fNIRS, and PET, to understand consumer decision-making processes.

referenceRecent neuromarketing research includes studies by Tan and Lee (2024) using fMRI and questionnaires; Ülker et al. (2025) using GSR, PPG, and questionnaires; Xu and Liu (2024) using EEG; Zhang et al. (2024) using fMRI and questionnaires to study consumer wellbeing; Adalarasu et al. (2025) using EEG and questionnaires to study emotional intelligence; Khubchandani and Raman (2025) using eye-tracking (ET) and questionnaires to study SOR Theory; Lopez-Navarro et al. (2025) using EEG, EDA, and questionnaires to study perception; Marques et al. (2025) using EDA and FEA to study the Elaboration Likelihood Model (ELM); Šola et al. (2025) using eye-tracking (ET) to study the Technology Acceptance Model (TAM); and Yu et al. (2025) using fNIRS to study anthropomorphism and pro-social behavior.

claimElectroencephalography (EEG) and functional magnetic resonance imaging (fMRI) reveal neural activity associated with attention, memory, and emotion.

What Neuroscience Tells Us About Consumer Desire - Baker Library library.hbs.edu Harvard Business School 3 facts

claimUma Karmarkar notes that advertisers have been successfully influencing human behavior and brain responses to some extent since long before the invention of EEG or fMRI technology.

claimNeuroscientists typically use either electroencephalography (EEG) or functional magnetic resonance imaging (fMRI) technology to track brain functions.

claimEEG allows subjects to move around during testing, whereas fMRI requires subjects to lie very still inside a machine that exerts a strong magnetic field.

Protocol for testing global neuronal workspace and integrated ... journals.plos.org PLOS ONE 2 facts

claimIntracranial electrophysiology provides higher spatiotemporal resolution for measuring neuronal population spiking activity compared to fMRI, EEG, or ECoG.

procedureThe Cogitate research project tested predictions regarding consciousness theories in 250 subjects using fMRI, EEG, MEG, and implanted ECoG electrodes, employing several decoding analyses.

Neuroimaging in psychedelic drug development: past, present, and ... nature.com Nature 1 fact

claimNeuroscience studies on psychedelic drugs have primarily utilized functional Magnetic Resonance Imaging (fMRI), with ancillary research employing Magnetoencephalography (MEG) or Electroencephalography (EEG).

Global Workspace vs. Integrated Information: Testing… templetonworldcharity.org Templeton World Charity Foundation 1 fact

quoteYuri Saalmann states that the key goal of the project is to obtain data that informs theories of consciousness at a small scale, noting that previous human consciousness research using functional MRI or EEG techniques only monitored large-scale brain activity patterns.

Consciousness and AI - Open Encyclopedia of Cognitive Science oecs.mit.edu MIT 1 fact

claimMethods to test for consciousness in nonhuman animals and patients with brain damage typically rely on behavior or brain recordings, such as functional magnetic resonance imaging (fMRI) or electroencephalogram (EEG), according to Tim Bayne et al. (2024).