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Computational Intelligence and Neuroscience
Volume 2011, Article ID 643489, 12 pages
http://dx.doi.org/10.1155/2011/643489
Review Article

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

1Department of Physiology and Pharmacology, Sapienza University of Rome, 00185 Rome, Italy
2Fondazione Santa Lucia, IRCCS, 00179 Rome, Italy
3Department of Computer Science and Systems, Sapienza University of Rome, 00185 Rome, Italy
4College of Computer Science, Hangzhou Dianzi University, Hangzhou 310018, China

Received 3 March 2011; Revised 13 June 2011; Accepted 28 June 2011

Academic Editor: Saeid Sanei

Copyright © 2011 Giovanni Vecchiato et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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.