The state of the art in organizational cognitive neuroscience: the therapeutic gap and possible implications for clinical practice

A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research

Introduction

The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.

Methods

Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.

Results

Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.

Conclusions and implications

FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.

A Primer on Electroencephalography and Event-Related Potentials for Organizational Neuroscience

Electroencephalography (EEG) was the first of the noninvasive brain measures in neuroscience. Technical advances over the last 100 years or so have rendered EEG a true brain imaging technique. Here, we provide an accessible primer on the biophysics of EEG, on measurement aspects, and on the analysis of EEG data. We use the example of event-related potentials (ERPs), although the issues apply equally to other varieties of EEG signals, and provide an overview of analytic methods at the base of the so-called electrical neuroimaging framework. We detail the interpretational strengths of electrical neuroimaging for organizational researchers and describe some domains of ongoing technical developments. We likewise emphasize practical considerations with the use of EEG in more real-world settings. This primer is intended to provide organizational researchers specifically, and novices more generally, an access point to understanding how EEG may be applied in their research.

A Role for Endogenous Brain States in Organizational Research: Moving Toward a Dynamic View of Cognitive Processes

The dominant view in neuroscience, including functional neuroimaging, is that the brain is an essentially reactive system, in which some sensory input causes some neural activity, which in turn results in some important response such as a motor activity or some hypothesized higher-level cognitive or affective process. This view has driven the rise of neuroscience methods in management and organizational research. However, the reactive view offers at best a partial understanding of how living organisms function in the real world. In fact, like any neural system, the human brain exhibits a constant ongoing activity. This intrinsic brain activity is produced internally, not in response to some environmental stimulus, and is thus termed endogenous brain activity (EBA). In the present article we introduce EBA to organizational research conceptually, explain its measurement, and go on to show that including EBA in management and organizational theory and empirical research has the potential to revolutionize how we think about human choice and behavior in organizations.

Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research

Companies and organizations the world over wish to understand, predict, and ultimately change the behavior of those whom they interact with, advise, or else provide services for: be it the accident-prone driver out on the roads, the shopper bombarded by a myriad of alternative products on the supermarket shelf, or the growing proportion of the population who are clinically obese. The hope is that by understanding more about the mind, using recent advances in neuroscience, more effective interventions can be designed. But just what insights can a neuroscience-inspired approach offer over-and-above more traditional, not to mention contemporary, behavioral methods? This article focuses on three key areas: neuroergonomics, neuromarketing, and neurogastronomy. The utility of the neuroscience-inspired approach is illustrated with a number of concrete real-world examples. Practical challenges with commercial neuromarketing research, including the cost, timing, ethics/legality and access to scanners (in certain countries), and the limited ecological validity of the situations in which people are typically tested are also discussed. This commentary highlights a number of the key challenges associated with translating academic neuroscience research into commercial neuromarketing applications.