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Table 3 Functionalities of brain states used in Neuromarketing research

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].