Pawar, Sanchit; Fagerstrøm, Asle; Sigurdsson, Valdimar; Arntzen, Erik (Journal article; Tidsskriftartikkel; Peer reviewed, 2023-02-09)
Academia and business have shown an increased interest in using neurophysiological
methods, such as eye-tracking and electroencephalography (EEG), to assess consumer
motivation. The current research contributes to this literature by verifying whether
these methods can predict the effects of antecedent events as motivating functions
of attention, neural responses, choice, and consumption. Antecedent ...