title: On the use of EEG or MEG brain imaging tools in neuromarketing research.
abstract: 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.
authors.affiliation: Department of Physiology and Pharmacology, Sapienza University of Rome, 00185 Rome, Italy.
authors.forename: Giovanni
authors.initials: G
authors.lastname: Vecchiato
authors.forename: Laura
authors.initials: L
authors.lastname: Astolfi
authors.forename: Fabrizio
authors.initials: F
authors.lastname: De Vico Fallani
authors.forename: Jlenia
authors.initials: J
authors.lastname: Toppi
authors.forename: Fabio
authors.initials: F
authors.lastname: Aloise
authors.forename: Francesco
authors.initials: F
authors.lastname: Bez
authors.forename: Daming
authors.initials: D
authors.lastname: Wei
authors.forename: Wanzeng
authors.initials: W
authors.lastname: Kong
authors.forename: Jounging
authors.initials: J
authors.lastname: Dai
authors.forename: Febo
authors.initials: F
authors.lastname: Cincotti
authors.forename: Donatella
authors.initials: D
authors.lastname: Mattia
authors.forename: Fabio
authors.initials: F
authors.lastname: Babiloni
mesh_terms: D001921:Brain / Q000502:physiology*; D001931:Brain Mapping / Q000379:methods*; D004569:Electroencephalography; D005260:Female; D006801:Humans; D015225:Magnetoencephalography; D008297:Male; D040241:Social Marketing