Alvino, Letizia; van der Lubbe, Rob; Joosten, Reinoud A.M. - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 5, pp. 1149-1170
Purpose: The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual...