Predicting consumer behavior : using novel mind-reading approaches

• Main Authors: Calvert, Gemma A., Brammer, Michael J.
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: https://hdl.handle.net/10356/102756; http://hdl.handle.net/10220/16427
• Institution: Nanyang Technological University

Advances in machine learning as applied to functional magnetic resonance imaging (fMRI) data offer the possibility of pretesting and classifying marketing communications using unbiased pattern recognition algorithms. By using these algorithms to analyze brain responses to brands, products, or existi...