Technological advancements and opportunities in Neuromarketing: a systematic review

50 vocabulary-style flashcards covering key terms, tools, brain regions, methods, and concepts from the neuromarketing systematic review.

Neuromarketing

An interdisciplinary field that uses neural and biometric signals to study how consumers respond to marketing stimuli.

Brain-Computer Interface (BCI)

Technology that interprets brain signals to infer mental states or intentions for applications in neuromarketing.

Electroencephalography (EEG)

Noninvasive recording of electrical activity of the cerebral cortex with high temporal resolution.

Functional Magnetic Resonance Imaging (fMRI)

Neuroimaging method that measures brain activity via BOLD signals with high spatial resolution but high cost.

Functional Near-Infrared Spectroscopy (fNIRS)

Portable neuroimaging that tracks hemodynamic responses in the cortex; less depth but more mobility than fMRI.

Event-Related Potential (ERP)

EEG-derived brain response time-locked to a stimulus, used to assess cognitive processing.

Late Positive Potential (LPP)

An ERP component linked to emotional processing of stimuli.

Frontal Alpha Asymmetry (FAA)

Difference in frontal alpha power between hemispheres used to infer approach vs withdrawal motivation.

Frontal Asymmetry Index

Metric: Frontal Alpha power right divided by left (log ratio) to indicate approach/ avoidance tendencies.

Ventromedial Prefrontal Cortex (vmPFC)

Prefrontal region involved in reward evaluation and decision-making.

Dorsolateral Prefrontal Cortex (dlPFC)

Prefrontal region associated with cognitive control and deliberation during decisions.

Amygdala

Deep brain structure central to emotional processing and salience detection.

Hippocampus

Brain region key to memory formation and retrieval in response to advertising.

Thalamus

Relay center for sensory information; modulates attention and arousal.

Putamen

Basal ganglia structure involved in reward-related processing and decision-making.

Ventral Tegmental Area (VTA)

Dopaminergic center involved in reward signaling and motivation.

BOLD Signal

Blood-oxygen-level-dependent signal measured by fMRI indicating neural activation.

3-Tesla MRI (3-T)

High-field MRI scanner used in neuromarketing studies for better spatial resolution.

SPM (Statistical Parametric Mapping)

Software for preprocessing and analyzing fMRI data (motion correction, normalization, etc.).

Independent Component Analysis (ICA)

Data-driven method to separate sources and remove EEG artifacts (e.g., eye blinks).

Discrete Wavelet Transform (DWT)

Time-frequency feature extraction method used on EEG signals.

Principal Component Analysis (PCA)

Dimensionality reduction method to extract main features from complex data.

Spatiotemporal PCA (STPCA)

PCA approach that incorporates both spatial and temporal information for ERP features.

Support Vector Machine (SVM)

Supervised classifier used to separate neural responses into categories (e.g., like/dislike).

Linear Discriminant Analysis (LDA)

Classifier that projects data to maximize class separation; used in neuromarketing.

Artificial Neural Network (ANN)

Machine learning model inspired by the brain, used for pattern recognition in neuromarketing data.

Random Forest (RF)

Ensemble classifier that combines multiple decision trees for improved prediction.

K-Nearest Neighbor (KNN)

Instance-based classifier that assigns class based on closest training samples.

Hidden Markov Model (HMM)

Temporal probabilistic model used to classify sequential brain states.

Naive Bayes

Probabilistic classifier used as a baseline in neuromarketing studies.

Emotiv Epoc / Epoc+

Commercial, multi-channel EEG headsets used in neuromarketing research.

NeuroSky MindWave

Single-sensor EEG device focused on prefrontal activity for easy data collection.

Tobii Pro X2-30

Popular eye-tracking system used to measure gaze duration and attention.

Eye Tribe

Eye-tracking device used in neuromarketing experiments.

10-20 System

International method for placing EEG electrodes on the scalp (e.g., Fp, F, T, P, O, C locations).

Region of Interest (ROI)

Specified brain areas analyzed in neuroimaging studies.

Signal-to-Noise Ratio (SNR)

Ratio of useful neural signal to background noise; critical in preprocessing.

Band-pass Filter

Filter that passes EEG frequencies within a chosen range while rejecting others.

Notch Filter

Filter that removes power-line interference at 50/60 Hz.

Artifact Removal

Process (often ICA) to remove non-neural artifacts like eye blinks and muscle activity.

Frontal Cortex

Anterior brain region involved in higher cognitive functions; central to FAA analyses.

Prefrontal Cortex (PFC)

Anterior frontal region involved in decision-making and emotional processing.

Price vs Product Stimuli

Marketing stimuli form where product, price, or both influence responses.

Discount vs Gift Strategy

Promotional approach comparing discounts to gifts in driving purchase decisions.

Corporate Social Responsibility (CSR) and Consumer Preference

Consumers’ willingness to pay more for products from socially or environmentally responsible companies.

Gielis Superformula

Mathematical model used to create complex 3D shapes (e.g., bracelet-like objects) for testing aesthetics.

60 Hz

Power-line frequency; commonly removed with a notch filter in EEG data.

4D fMRI

Four-dimensional fMRI data: 3D space plus time for dynamic brain activity.

Event-Related Desynchronization/Synchronization (ERD/ERS)

EEG patterns indicating changes in brain synchronization related to events.

Neuromarketing Science and Business Association (NMSBA)

Organization promoting industry–academic collaboration and standardization in neuromarketing.