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On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with...
Autores principales: | , , , , , , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Hindawi Publishing Corporation
2011
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3180786/ https://www.ncbi.nlm.nih.gov/pubmed/21960996 http://dx.doi.org/10.1155/2011/643489 |
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author | Vecchiato, Giovanni Astolfi, Laura De Vico Fallani, Fabrizio Toppi, Jlenia Aloise, Fabio Bez, Francesco Wei, Daming Kong, Wanzeng Dai, Jounging Cincotti, Febo Mattia, Donatella Babiloni, Fabio |
author_facet | Vecchiato, Giovanni Astolfi, Laura De Vico Fallani, Fabrizio Toppi, Jlenia Aloise, Fabio Bez, Francesco Wei, Daming Kong, Wanzeng Dai, Jounging Cincotti, Febo Mattia, Donatella Babiloni, Fabio |
author_sort | Vecchiato, Giovanni |
collection | PubMed |
description | Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries. |
format | Online Article Text |
id | pubmed-3180786 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2011 |
publisher | Hindawi Publishing Corporation |
record_format | MEDLINE/PubMed |
spelling | pubmed-31807862011-09-29 On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research Vecchiato, Giovanni Astolfi, Laura De Vico Fallani, Fabrizio Toppi, Jlenia Aloise, Fabio Bez, Francesco Wei, Daming Kong, Wanzeng Dai, Jounging Cincotti, Febo Mattia, Donatella Babiloni, Fabio Comput Intell Neurosci Review Article Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing research. In addition, EEG and MEG technologies have greatly improved their spatial resolution in the last decades with the introduction of advanced signal processing methodologies. By presenting data gathered through MEG and high resolution EEG we will show which kind of information it is possible to gather with these methodologies while the persons are watching marketing relevant stimuli. Such information will be related to the memorization and pleasantness related to such stimuli. We noted that temporal and frequency patterns of brain signals are able to provide possible descriptors conveying information about the cognitive and emotional processes in subjects observing commercial advertisements. These information could be unobtainable through common tools used in standard marketing research. We also show an example of how an EEG methodology could be used to analyze cultural differences between fruition of video commercials of carbonated beverages in Western and Eastern countries. Hindawi Publishing Corporation 2011 2011-09-27 /pmc/articles/PMC3180786/ /pubmed/21960996 http://dx.doi.org/10.1155/2011/643489 Text en Copyright © 2011 Giovanni Vecchiato et al. https://creativecommons.org/licenses/by/3.0/ This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. |
spellingShingle | Review Article Vecchiato, Giovanni Astolfi, Laura De Vico Fallani, Fabrizio Toppi, Jlenia Aloise, Fabio Bez, Francesco Wei, Daming Kong, Wanzeng Dai, Jounging Cincotti, Febo Mattia, Donatella Babiloni, Fabio On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title | On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title_full | On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title_fullStr | On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title_full_unstemmed | On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title_short | On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research |
title_sort | on the use of eeg or meg brain imaging tools in neuromarketing research |
topic | Review Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3180786/ https://www.ncbi.nlm.nih.gov/pubmed/21960996 http://dx.doi.org/10.1155/2011/643489 |
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