UNDERSTANDING CEREBRAL ACTIVATIONS IN NEUROMARKETING - A Neuroelectrical Perspective

Giovanni Vecchiato, Laura Astolfi, Fabrizio De Vico Fallani, Jlenia Toppi, Fabio Aloise, Febo Cincotti, Donatella Mattia, Fabio Babiloni

2011

Abstract

This paper aims to be a survey of recent experiments performed in the Neuromarketing field. Our purpose is to illustrate results obtained by employing the popular tools of investigation well known in the international neuroelectrical community such as the MEG, High Resolution EEG techniques and steady-state visually evoked potentials. By means of temporal and frequency patterns of cortical activations we intend to show how the neuroscientific community is nowadays sensible to the needs of companies and, at the same time, how the same tools are able to retrieve hidden information about the demands of consumers. These instruments could be of help both in pre- and post-design stage of a product, or a service, that a marketer is going to promote.

Paper Citation

in Harvard Style

Vecchiato G., Astolfi L., De Vico Fallani F., Toppi J., Aloise F., Cincotti F., Mattia D. and Babiloni F. (2011). UNDERSTANDING CEREBRAL ACTIVATIONS IN NEUROMARKETING - A Neuroelectrical Perspective . In Proceedings of the International Conference on Bio-inspired Systems and Signal Processing - Volume 1: BIOSIGNALS, (BIOSTEC 2011) ISBN 978-989-8425-35-5, pages 91-97. DOI: 10.5220/0003354900910097

in Bibtex Style

@conference{biosignals11,
author={Giovanni Vecchiato and Laura Astolfi and Fabrizio De Vico Fallani and Jlenia Toppi and Fabio Aloise and Febo Cincotti and Donatella Mattia and Fabio Babiloni},
title={UNDERSTANDING CEREBRAL ACTIVATIONS IN NEUROMARKETING - A Neuroelectrical Perspective},
booktitle={Proceedings of the International Conference on Bio-inspired Systems and Signal Processing - Volume 1: BIOSIGNALS, (BIOSTEC 2011)},
year={2011},
pages={91-97},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003354900910097},
isbn={978-989-8425-35-5},
}

in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Bio-inspired Systems and Signal Processing - Volume 1: BIOSIGNALS, (BIOSTEC 2011)
TI - UNDERSTANDING CEREBRAL ACTIVATIONS IN NEUROMARKETING - A Neuroelectrical Perspective
SN - 978-989-8425-35-5
AU - Vecchiato G.
AU - Astolfi L.
AU - De Vico Fallani F.
AU - Toppi J.
AU - Aloise F.
AU - Cincotti F.
AU - Mattia D.
AU - Babiloni F.
PY - 2011
SP - 91
EP - 97
DO - 10.5220/0003354900910097