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In this paper, the brain potential changes caused by touching fabrics for handle evaluation were recorded by event related potential (ERP) method, compared with subjective evaluation scores and physical index of KES, explore the cognitive mechanism of the transformation of tactile sensation into neural impulses triggered by subtle mechanical stimuli such as material, texture, density and morphology in fabrics. By combining subjective evaluation of fabric tactile sensation, objective physical properties of fabrics and objective neurobiological signals, explore the neurophysiological mechanism of tactile cognition and the signal characteristics and time process of tactile information processing.

The ERP technology was first proposed by a British psychologist named Grey Walter. It is an imaging technique of noninvasive brain cognition, whose potential changes are related to the human physical and mental activities. ERP is different from electroencephalography (EEG) and evoked potentials (EP) on the fact that it cannot only record stimulated physical information which is transmitted to brain, but also response to the psychological activities which related to attention, identification, comparison, memory, judgment and cognition as well as to human’s neural physiological changes which are caused by cognitive process of the feeling by stimulation.

According to potential changes in the cerebral cortex evoked by touching four types of silk fabrics, human brain received the physical stimulation in the early stage (50 ms) of fabrics handle evaluation, and the P50 component amplitude showed negative correlation with fabric smoothness sensations. Around 200 ms after tactile stimulus onset, the amplitude of P200 component show positive correlation with the softness sensation of silk fabrics. The relationship between the amplitude of P300 and the sense of smoothness and softness need further evidence to proof.

In this paper, the brain potential changes caused by touching fabrics for handle evaluation were recorded by event related potential (ERP) method, compared with subjective evaluation scores and physical index of KES, the results shown that the maximum amplitude of P50 component evoked by fabric touching is related to the fabrics’ smoothness and roughness emotion, which means in the early stage processing of tactile sensation, the rougher fabrics could arouse more attention. In addition, the amplitude of P200 component shows positive correlation with the softness sensation of silk fabrics.

This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience.

In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting event-related potential (ERP) studies. Further, a framework proposed by Plassmann et al. (2015) was used to discuss the applications of EEG in marketing research from papers reviewed.

This paper successfully used Plassmann et al.’s (2015) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods.

A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature.

The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry.

The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

The purpose of this paper is to utilize the spontaneous brain potentials as an index to quantifying the consumers’ inner emotions, and propose an objective method to obtain the clothing recognitions of consumers by only monitoring brain activities.

Different styles of men’s casual jacket were studied as a case. The research included four phases: first, stimuli samples were constructed by clustering algorithm. Second, self-report for the perception of stimuli samples were recorded by self-assessment manikin. Third, real-time brain potentials while viewing stimuli samples were recorded and analyzed. Finally, the output data were compared with the classical research achievements of visual evoked emotional ERPs to examine the effectiveness.

The results indicated significant difference in main effect of different emotional categories which was identified a corresponding relationship between the emotional trigger and the emotional reaction, of which the early components were the typical components that provided the major physiology characteristics for emotional fashion design. The middle components could be used as the assist reference indexes. The negative stimuli were first noticed because its shorter processing times and larger amplitudes. The comparison confirmed that the proposed method was capable of quantifying cognitive activities of consumers by only monitoring brain activities and then transferred the analyzed data to the design references.

The results quantifying the qualities of consumers’ emotional preference for men’ casual jackets based on the neural mechanism of human brain, which could eliminate the systematic biases associated with the uses of words and semantic comprehension in self-report methods. The proposed method may help to enrich and complete the sentimental fashion design for the cognitive experience of consumer oriented. Moreover, it also could be beneficial to optimize design process and improve efficiency and core competitiveness for clothing producers.

In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the influence of aggregated ratings on consumer decision-making, especially at the neural level. This study aims to bridge this gap by investigating the consumer decision-making mechanism based on aggregated ratings to uncover the underlying neural basis and psychological processing.

An event-related potential experiment was designed to acquire consumers’ electrophysiological records and behavioral data during their decision-making processes based on aggregated ratings. The authors speculate that during this process, review valence categorization (RVC) processing occurs, which is indicated by late positive potential (LPP) components.

Results show that LPP components were elicited successfully, and perceptual review valence can modulate its amplitudes (one-star [negative] and five-star [positive] ratings evoke larger LPP amplitudes than three-star [neutral] ratings). The electroencephalogram data indicate that consumer decision-making processes based on aggregated ratings include an RVC process, and behavioral data show that easier review valence perception makes the purchase decision-making easier.

This study enriches the extant literature on the impact of aggregated ratings on consumer decision-making. It helps understand how aggregated ratings affect consumers’ online shopping decisions, having significant management implications. Moreover, it shows that LPP components can be potentially used by researchers and companies to evaluate and analyze consumer emotion and categorization processing, serving as an important objective physiological indicator of consumer behavior.

The purpose of this paper is to explore the mediating role of emotions in processing scent information in consumer research, using event-related potential (ERP)-based neuroscience methods, while considering individual differences in sense of smell.

Prior research on olfaction and emotions in marketing has revealed mixed findings on the relationship between olfaction and emotion. The authors review earlier studies and present a neuroscience experiment demonstrating the benefits of ERP methods in studying the automatic processing of emotions.

Results demonstrate how emotional processes occurring within 1s of stimulus exposure differ across individuals with varying olfactory abilities. Findings reveal an automatic suppression mechanism for individuals sensitive to smell.

Scent-induced emotions demonstrated through the use of ERP-based methods provide insights for understanding automatic emotional processes and reactions to ambient scents by consumers in the marketplace.

Findings show an automatic suppression of emotions triggered by scent in individuals sensitive to smell. Marketers and retailers should consider such reactions when evaluating the use of olfactory stimuli in promotional and retail strategies.

The authors review past literature and provide an explanation for the disparate findings in the olfaction–emotion linkage, by studying individual differences in response to scent in the marketplace. This is one of the first papers in marketing to introduce the application of ERP in studying consumer-relevant behavior and provide technical and marketing-specific considerations for both academic and market researchers.

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions.

Using lateralized event-related potentials, the authors examined how brain wave reactions are different based on different sport involvement between two groups where one group had varsity sport experience while the other expressed that they were not fans of the sport.

Results indicated a significant difference in lateralization between groups. Brain responses were greater in the high involvement group and positively correlated with the intention to attend future games.

The findings in this study elucidate the linkage between one's history of sport involvement and affective brain wave responses. Implications from neurophysiological evidence provide means to further dissect the multifaceted construct of involvement in the field of sport marketing.

Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision.

The paper uses the event-related potential (ERP) technique and experiment.

Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions.

For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies.

One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.

The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising.

The paper presents findings using both neuromarketing and traditional marketing research methods.

The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness.

The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence.

As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.

Neuroimaging research has substantially enhanced our understanding of the neurobiological mechanisms of typical and atypical learning in children. These developments can advance the design of novel approaches to diagnosis and intervention for learning disabilities. Despite the promise of educational neuroscience, there are still walls between neuroscience and special education researchers such that more collaboration and understanding are needed between these disciplines. This chapter attempts to break down the walls by discussing how neuroimaging techniques can be incorporated into special education research. We also present arguments as to why neuroscience is “the next big thing” in special education research and the obstacles that must be overcome in order for neuroscience to be incorporated into education research. To describe how neurobiology might impact special education, we focus primarily on reading disability. We believe that educational neuroscience can aid in the identification and intervention of other learning disorders as well.

Since it has been regarded as an effective method to evaluate clothing pressure comfort with physiological and psychological techniques the purpose of this paper is to examine the effect on people s inhibition ability caused by the oppression from clothing on the body through event-related potentials (ERPs). A trial application of ERPs technology was made to evaluate clothing pressure comfort and investigate the relationship between some physical indexes of brain wave and clothing pressure. This research would also reveal the influence of clothing pressure on the thinking ability and mental activity of young women.

Stroop color-naming task was utilized to test the inhibition ability of participants. In the present research, some components of ERPs (e.g. N1, P2, N2 and N450) and behavioral indexes (RTs, and errors rates) were detected to verify the change of physiology and psychology caused by the pressure imposed by girdle on the body.

At behavioral level RTs were slower for the group under pressure rather than pressure-free group with no significant difference in errors rate between the two groups. Based on the early component statistics of ERPs the Stroop effects of both groups were similar. Besides there was no prominent difference in the latencies and amplitudes of N1, P2 and N2 components except the N450 components. The inhibition ability of young women who had worn girdle for 8 hours decreased causing them unable to make a timely response and thus affecting their attentiveness and executive ability.

This study would clarify that it is feasible to evaluate clothing pressure comfort with ERPs as a physiological technique, and enrich relative methods.