From: Technological advancements and opportunities in Neuromarketing: a systematic review
Brain states | Functionalities in Neuromarketing |
---|---|
Theta (4–8 Hz) | Frontal theta associated with cognitive process [59]. Theta amplitude increase for preferred color [18]. |
Alpha (8–12 Hz) | Frontal alpha associated with cognitive process [59]. Alpha amplitude is inversely correlated with neural activity used in frontal asymmetry score [21]. Emotional valance corresponds alpha asymmetry, high alpha activity in central–parietal–occipital lobe vigilance [27]. |
Beta (12–30 Hz) | Medial–frontal beta band activity is associated with reward processing [57]. Right parietal beta corresponds to imagination [59]. |