An EEG-Based Neuromarketing Approach for Analyzing the Preference of an Electric Car.

This study evaluates consumer preference from the perspective of neuroscience when a choice is made among a number of cars, one of which is an electric car. Consumer neuroscience contributes to a systematic understanding of the underlying information processing and cognitions involved in choosing or preferring a product. This study aims to evaluate whether neural measures, which were implicitly extracted from brain activities, can be reliable or consistent with self-reported measures such as preference or liking.