A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing
Hakim and Levy review EEG-based preference prediction in neuromarketing. They note that consumer neuroscience has grown quickly but lacks a unified methodology and conclusive results for industry use, summarise promising features (event-related components, inter-subject correlations, hemispheric asymmetry and spectral band powers), review recent prediction attempts and give guidelines: show that neural measures add predictive value beyond traditional methods and adopt standard prediction-modelling practices. WIREs Cognitive Science 10(2), 2019. The full text was not read.
Hakim and Levy review EEG-based preference prediction in neuromarketing. They note that consumer neuroscience has grown quickly but lacks a unified methodology and conclusive results for industry use, summarise promising features (event-related components, inter-subject correlations, hemispheric asymmetry and spectral band powers), review recent prediction attempts and give guidelines: show that neural measures add predictive value beyond traditional methods and adopt standard prediction-modelling practices. WIREs Cognitive Science 10(2), 2019. The full text was not read.
Written from the abstract from the OpenAlex record and bibliographic details from Crossref, 2026-11-03; full text not read.
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Hakim, A., & Levy, D. J. (2019). A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing. WIREs Cognitive Science, 10(2). doi:10.1002/wcs.1485 https://doi.org/10.1002/wcs.1485