On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research

Figure 1

Cortical activations associated to the decisions of an experimental subject. Predictable choices (P) are the ones related to familiar items which have been often bought or used in the past, compared with the unpredictable ones (U). Label letters indicate the different stages of the trial, namely, working memory, memory recall, semantic analysis, integration, binding, vocalization, judgement, as the legend indicates as well. Cortical maps present the brain areas activated (blue: lower activity; red: higher activity) during the different decision stages in the frequency range from 30 to 40 Hz. Activations over the left prefrontal cortices are genderrelated, as the bidimensional map shows (high perspective, nose up), reproduced with permission from [11].