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Electroencephalography (EEG) is a primary neurophysiological tool used within the field of neuromarketing to measure cognitive and emotional responses, as evidenced by its application in consumer neuroscience research [1], [2], and [3]. Specific studies have utilized EEG to analyze consumer behavior, such as the impact of subliminal advertising [4] and various consumer wellbeing or brand perception studies [5].
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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 2 facts
claimHsu and Chen (2020) utilized EEG (electroencephalography) to study the effects of subliminal advertising on hotel selection in a neuromarketing context.
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.