An EEG-Based Neuromarketing Approach for Analyzing the Preference of an Electric Car

Table 1

Review and comparison of neuromarketing experimental tasks and their findings in the literature.

Reference	Modality/number of participants	Analysis method	Task	Aim	Activated region/dominant frequency bands
[22]	EEG/15	Power spectral density, statistical analysis, and logistic regression	Presenting images of shoes in 16 epochs of 10 s interval and taking like/dislike answer by button press	To determine discriminative EEG channels and frequencies in like/dislike decisions	In the LF band: frontal channel on the left (F7-A1) and a temporal channel on the right (T6-A2). In the HF band: central (Cz-A1) and occipital on the left (O1-A1) LF band (4 and 5 Hz)
[23]	EEG/20	Frequency analysis and LORETA analysis	Presenting five blocks of six different TV commercials, each lasting 30 seconds. Adds had different scores (better to worse)	To understand how brand perception influences when watching ads of the brands	Frontal cortex alpha, theta, and beta bands
[24]	EEG/15	Global field power	Presenting a long documentary lasted twenty minutes, interrupted by two advertising breaks	To assess the memorization of commercial clips	Prefrontal cortex and cingulate cortex theta
[10]	EEG/11	Power spectral density	Presenting a 30 min movie on neutral documentary interrupted by three commercial video clips	To test recalling the remembered video clips and assess emotional engagement by scoring pleasantness	Prefrontal and frontal cortex theta and alpha band
[25]	fMR/17	Statistical analysis	Presenting visual images of food and nonfood logs	To investigate the effect of branding and advertising (familiarity) on the preference of a products	Orbitofrontal, inferior prefrontal, and posterior cingulate cortex
[26]	MEG/16	Time series analysis	A shopping trip based on video footage of the interior of a supermarket for choosing consumer items	To study the temporal relationship of cerebral areas involved in consumers’ choices and distinguish male/female subjects’ choices during a simulated shopping	Left posterior cortices (women) and right temporal cortices (men); right parietal cortices for choosing the previously bought or used items and left inferior and right orbital cortices when selecting less-known items γ-oscillations
[27]	EEG/32	Deep learning classification	Presenting 40 music videos on scales of arousal, valence, and dominance, which were rated emotionally by participants	To bridge the gap between explicit and implicit consumer responses to marketing stimuli	Frontal alpha and beta