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EMAC 2020 Annual Conference

New frontiers in neuromarketing research: Benefit and potential applications of GRAIL

Published: May 27, 2020


Letizia Alvino, Nyenrode University ; Luigi Pavone, IRCCS NEUROMED - Mediterranean Neurological Institute; Henry Robben , Nyenrode Business Universiteit


Neuromarketing; Neuromarketing tools ; GRAIL


Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL combines different devices (e.g. EEG, ET, facial EMG) into one single real-time device. It can help researchers and practitioners to measure physiological responses (internal reflexes) and brain activity (external reflexes) simultaneously. We argue that this new tool can improve neuromarketing research in several ways, namely in reducing the costs of neuromarketing research, improving the efficiency and accuracy of neuromarketing experiments, and recreating real-life purchase experiences using virtual reality and personalized scenarios.