Using EEG to Predict Consumers' Future Choices
Telpaz, Webb and Levy report that EEG, a relatively low-cost neural measure, can predict future consumer choices. Participants viewed products without choosing while EEG was recorded, then later chose between pairs of those products. A midfrontal signal, an N200 increase with weaker theta power, tracked preference, and prediction accuracy was linked to the size of the EEG difference between the two products. Journal of Marketing Research 52(4), 2015. The full text was not read.
Telpaz, Webb and Levy report that EEG, a relatively low-cost neural measure, can predict future consumer choices. Participants viewed products without choosing while EEG was recorded, then later chose between pairs of those products. A midfrontal signal, an N200 increase with weaker theta power, tracked preference, and prediction accuracy was linked to the size of the EEG difference between the two products. Journal of Marketing Research 52(4), 2015. The full text was not read.
Written from the abstract from the OpenAlex record, 2026-11-03; full text not read.
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Telpaz, A., Webb, R., & Levy, D. J. (2015). Using EEG to Predict Consumers' Future Choices. Journal of Marketing Research, 52(4). doi:10.1509/jmr.13.0564 https://doi.org/10.1509/jmr.13.0564