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While neuromarketing research delineates how specific neurophysiological methods offer predictive power beyond traditional survey methods, few studies explore how these methods can be used concurrently to measure outcomes across marketing contexts. We address this gap by simultaneously eliciting multiple neurophysiological measures: inter‐beat interval from heart rate, skin conductance response, and...
Consumers' willingness to pay (WTP) represents a central question for providers of renewable energy. Most studies on the subject have used contingent valuation and choice experiments. However, all empirical designs employed to date suffer from serious biases, such as strategic behavior. We introduce a novel neuroscience-based approach to renewable energy-related WTP research, Neuropricing, which eliminates...
Working memory is an essential component of human cognition and determines to a large extent an individual's intellectual ability. In this paper, the human brain oscillatory response system associated with working memory performance is evaluated in an experimental and analysis setting involving 10 volunteers performing a visual 2-back task. Event-related dynamics in three bands: theta (3.5–7 Hz),...
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