EEG techniques are suitable for consumer neuroscience research, revealing insights into consumer behavior and enhancing traditional experimental paradigms.

Is EEG Suitable for Marketing Research? A Systematic Review

Neuroimaging and physiological tools can effectively study consumers' subconscious behavior, providing valuable insights for practitioners and researchers.

Biomedical Technology in Studying Consumers’ Subconscious Behavior

EEG can effectively evaluate the effectiveness of marketing stimuli in directing favorable consumer behavior, offering insights into consumer neural responses to stimuli.

A practical review of electroencephalography’s value to consumer research

EEG is an effective tool for studying consumer-related topics in marketing and related fields, offering advantages over traditional methods and fostering increased research use.

Applying EEG in consumer neuroscience

EEG measurements, a low-cost and widely available method, can predict future consumer product choices, with greater accuracy when the difference in EEG activity between two products is larger.

Using EEG to Predict Consumers’ Future Choices

EEG data analysis can accurately predict consumer decision-making and distinguish between "Like" and "Dislike" preferences in advertisements, with frontal and centro-parietal locations being the most discriminative channels.

The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study

Using virtual reality and EEG simultaneously, this study reveals that sustainable consumer behavior during shopping for fast-moving consumer goods is influenced by two types of consumers, non-routine and considerate, with salmon being the most satisfied product.

Modern Methods of Sustainable Behaviour Analysis—The Case of Purchasing FMCG

Consumer-grade EEG devices are a useful tool for neuroscientific research, particularly for brain-computer interfaces, and their use is expected to continue in the future.

A scoping review on the use of consumer-grade EEG devices for research

Consumer grade EEG devices (Muse) can effectively study mood and food-related information in individuals with depression, offering potential for practical research work.

A novel application of dry-electrode EEG Device for knowledge discovery in emotional-behavioral disorder studies

Research-grade EEG devices are more accurate than commercial-grade EEG devices in predicting consumer preferences, such as affective attitude and purchase intention, in neuromarketing.

AI-based Consumers' Preference Prediction Using a Research-grade BCI and a Commercial-grade BCI for Neuromarketing: A Systematic Comparison

Consumer grade EEG measuring sensors offer affordability, portability, and ease of use, but researchers must ensure their performance does not compromise efficiency and accuracy compared to research grade devices.

Consumer Grade EEG Measuring Sensors as Research Tools: A Review

Users prefer mobile EEG devices with gel-free signal acquisition and wireless transmission, but comfort and emotional design are crucial for daily use.

User Experience of 7 Mobile Electroencephalography Devices: Comparative Study

EEG-based affective computing in marketing offers potential for predicting customer psychological responses, offering insights for both researchers and marketers.

A Literature Review of EEG-Based Affective Computing in Marketing

EEG outcome scores on consumer-grade neurofeedback devices are not a proxy for mindfulness score, meditation practice, mental health status, or improvement over time in young adult novice meditators.

Measuring Meditation Progress with a Consumer-Grade EEG Device: Caution from a Randomized Controlled Trial

Our model using data mining and machine learning algorithms accurately analyzes consumer behavior from EEG signals, improving marketing strategies for both producers and consumers.

Consumer Behavior Analysis using EEG Signals for Neuromarketing Application

Portable EEG technology (PEEGT) is used in educational research to evaluate attention and meditation, but faces challenges like measuring errors and inconvenience in large-scale studies.

Review on portable EEG technology in educational research

Consumer EEG devices marketed for well-being present subtle ethical issues and require greater attention, as their evidence base for behavioral and wellness claims is often weak.

Mind-Reading or Misleading? Assessing Direct-to-Consumer Electroencephalography (EEG) Devices Marketed for Wellness and Their Ethical and Regulatory Implications

Consumer-grade EEG devices have enabled more user-friendly brain-computer interface games, but more research is needed to improve usability and qualitative aspects of user interaction.

Brain–Computer Interface Games Based on Consumer-Grade EEG Devices: A Systematic Literature Review

Miniaturized EEG electrodes integrated into a discreet baseball cap and ear piece can reliably record event related potentials in brain-computer interface applications.

Exploring miniaturized EEG electrodes for brain-computer interfaces. An EEG you do not see?

EEG-based control for assistive rehabilitation devices shows promise, but more research is needed to fill knowledge gaps and recommend future research directions.

EEG-Based Control for Upper and Lower Limb Exoskeletons and Prostheses: A Systematic Review

What is the relationship between uses of the EEG devices in consumer behavior studies?

These studies suggest that EEG devices are effective tools for studying consumer behavior, predicting consumer choices, and evaluating marketing stimuli, with both consumer-grade and research-grade devices offering valuable insights.