Neuroscience and Neurobiology Commons^™

A Neuromarketing Study Of Consumer Satisfaction, Armando F. Rocha, Fábio T. Rocha, Lucia H. Arruda

Armando F Rocha

The interest of marketing science in using neuroscience techniques to understand the consumer’s thought processes, dates back to the 1970s, when EEG data were recorded while subjects were watching TV commercials. Recently, fMRI was used to study the neural correlates of culturally based brands and neural predictors of purchases. These studies have discovered important properties of the neural circuits that are associated with consumer decision-making process and satisfaction. Here, EEG brain mapping was used to study the dynamics of the brain activity associated with these processes. The present study validated the EEG technology as an adequate neuromarketing tool and shows …