Sung, Billy; Wilson, Nicholas J.; Yun, Jin Ho; LEE, Eun Ju - In: Asia Pacific Journal of Marketing and Logistics 32 (2019) 5, pp. 1089-1111
Purpose: Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper...