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. 2020 Dec 3;14:577666. doi: 10.3389/fnins.2020.577666

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