Table 3.

Neurophysiological tools: applications in marketing, products, and services.

Tool	Cognitive processes	Behavioral measurements	Marketing application	Product or service
	Attention	Age difference	Advertisement	App
EEG	Arousal	Consumer preferences	Brand	Brand names
	Emotion	Consumer satisfaction	In-store experience	Car
	Engagement	Gender difference	Online experience	Clothes
	Excitement	Intention to purchase	Price	Coupon
	Memory	Sentiment score	Product characteristics	Drink
	Reward	Purchase behavior	Product experience	Food
	Sensory perception		Product quality	House
	Valence		Promotion	Mobile phone
				Movie trailers
				Music
				Shoes
				Perfume
				Text-to-speech
				Television commercial
				Video
				Wine
	Attention	Age difference	Advertisement	Accessories and Bags
	Arousal	Consumer preferences	Brand	Car
	Emotion	Consumer satisfaction	In-store environment	Celebrity
	Engagement	Gender differences	Online experience	Clothes
	Excitement	Sentiment score	Price	Coffee mug
Wearable EEG	Memory	Purchase behavior	Product characteristics	Food
	Sensory perception		Product experience	Shoes
	Valence		Promotion	Sport activities
				Spoken-person
				Television commercial
				Video
	Attention	Consumer preferences	Advertisement	Book
	Arousal	Consumer satisfaction	Brand	Brand logo
	Emotion	Gender difference	Price	Car
fMRI	Engagement	Sentiment score	Product characteristics	Food
	Memory	Purchase behavior	Product experience	Wine
	Sensory perception		Product quality
	Reward		Promotion
	Valence
	Attention	Consumer preferences	Advertisement	Drink
	Arousal	Purchase behavior	Brand	Lipstick
fNIRS	Emotion		Price	Paper and display media
	Sensory perception		Product characteristics	Music player
	Valence		Product experience	Music
			Product quality