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The EPOC neuroheadset is a commercially available device that allows game players to control a computer using their facial expressions or their thoughts. This paper aims to examine whether it has the potential to be used as an input for assistive technology (AT) devices.

Two experiments were conducted. In the first, 12 non‐impaired subjects used the neuroheadset to control a computer with their facial expressions. They also used a simple system of two head switches for comparison. In the second experiment, three non‐impaired subjects were trained to use the neuroheadset to control a computer with their thoughts.

In the first experiment, the neuroheadset was slower and less accurate than the head switches (p<0.05), and was also harder to use. It is unlikely to be preferred to existing methods of accessing AT for those that retain a small amount of head movement. In the second experiment, by the end of the week, all three subjects achieved accuracy rates greater than chance.

All subjects were non‐impaired, and the sample size in the second experiment was small. Further research should concentrate on the second experiment, using larger sample sizes and impaired subjects.

The EPOC neuroheadset is substantially cheaper than similar specialist devices, and has the potential to allow those with no voluntary muscle control to access AT with their thoughts.

The results of these two experiments show that the Emotiv EPOC neuroheadset can be used as an interface for non‐impaired users to transfer information to a computer, which could in turn be used to control AT.

This paper aims to explore consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging, dining and retail options in an open-air setting full of natural elements. This work helps explain the affinity of consumers to lifestyle centers and shows marketing researchers and practitioners how to use neuroscience hardware and software in service design research.

The study draws on social impact theory to show how the social presence of others in a lifestyle center influences six different cognitive responses. The authors evaluate consumers’ cognitive responses by using the Emotiv EPOC+ headset to obtain electroencephalogram recordings. To interpret these recordings, they use EmotivPro software, which provides readings on six emotional states, including excitement, interest, stress, engagement, attention and relaxation.

The data obtained from mall shoppers reveal that the presence of other people in a lifestyle center evokes high levels of interest and excitement and encourages relaxation.

The paper shows marketers how to use neural data to obtain insights into consumers’ cognitive responses to stimuli by using Emotiv headsets and software.

The results show the importance of social elements in encouraging customers to approach and spend time in lifestyle centers.

The paper is one of the first to explore consumers’ responses to strangers in shared settings using neuroscience.