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...

Purpose: The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes. Design/methodology/approach: This study is focused on an online cocreation...