Elgendi et al. (2018) state that event-related potentials (ERPs) are brain signals that arise as the result of a thought, internal stimuli, or an individual’s perception of an external stimulus, and these signals can be measured through EEG signals and involve neurological processes such as memory, expectation, attention, and changes in mental state.

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  Managerial marketing and behavioral marketing: when myths about ...

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• event-related potential concept