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@ARTICLE{Goto:863832,
      author       = {Goto, Nobuhiko and Lim, Xue Li and Shee, Dexter and Hatano,
                      Aya and Khong, Kok Wei and Buratto, Luciano Grüdtner and
                      Watabe, Motoki and Schaefer, Alexandre},
      title        = {{C}an {B}rain {W}aves {R}eally {T}ell {I}f a {P}roduct
                      {W}ill {B}e {P}urchased? {I}nferring {C}onsumer
                      {P}references {F}rom {S}ingle-{I}tem {B}rain {P}otentials},
      journal      = {Frontiers in integrative neuroscience},
      volume       = {13},
      issn         = {1662-5145},
      address      = {Lausanne},
      publisher    = {Frontiers Research Foundation},
      reportid     = {FZJ-2019-03812},
      pages        = {19},
      year         = {2019},
      abstract     = {Recent research has shown that event-related brain
                      potentials (ERPs) recorded while participants view lists of
                      different consumer goods can be modulated by their
                      preferences toward these products. However, it remains
                      largely unknown whether ERP activity specific to a single
                      consumer item can be informative about whether or not this
                      item will be preferred in a shopping context. In this study,
                      we examined whether single-item ERPs could reliably predict
                      consumer preferences toward specific consumer goods. We
                      recorded scalp EEG from 40 participants while they were
                      viewing pictures of consumer goods and we subsequently asked
                      them to indicate their preferences for each of these items.
                      Replicating previous results, we found that ERP activity
                      averaged over the six most preferred products was
                      significantly differentiated from ERP activity averaged
                      across the six least preferred products for three ERP
                      components: The N200, the late positive potential (LPP) and
                      positive slow waves (PSW). We also found that using
                      single-item ERPs to infer behavioral preferences about
                      specific consumer goods led to an overall predictive
                      accuracy of $71\%,$ although this figure varied according to
                      which ERPs were targeted. Later positivities such as the LPP
                      and PSW yielded relatively higher predictive accuracy rates
                      than the frontal N200. Our results suggest that ERPs related
                      to single consumer items can be relatively accurate
                      predictors of behavioral preferences depending on which type
                      of ERP effects are chosen by the researcher, and ultimately
                      on the level of prediction errors that users choose to
                      tolerate.},
      cin          = {INM-3},
      ddc          = {610},
      cid          = {I:(DE-Juel1)INM-3-20090406},
      pnm          = {572 - (Dys-)function and Plasticity (POF3-572)},
      pid          = {G:(DE-HGF)POF3-572},
      typ          = {PUB:(DE-HGF)16},
      pubmed       = {pmid:31316357},
      UT           = {WOS:000474661700001},
      doi          = {10.3389/fnint.2019.00019},
      url          = {https://juser.fz-juelich.de/record/863832},
}