文章基本信息

标题：On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research
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作者：Giovanni Vecchiato ; Laura Astolfi ; Fabrizio De Vico Fallani 等
期刊名称：Computational Intelligence and Neuroscience
印刷版ISSN：1687-5265
电子版ISSN：1687-5273
出版年度：2011
卷号：2011
DOI：10.1155/2011/643489
出版社：Hindawi Publishing Corporation
摘要：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.