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Central EEG beta/alpha ratio predicts the population-wide efficiency of advertisements
Brain Sciences. 2022. Vol. 13. No. 1. Article 57.
Recent studies have demonstrated that the brain activity of a group of people can be used to forecast choices at the population level. In this study, we attempted to neuroforecast aggregate consumer behavior of Internet users. During our electroencephalography (EEG) and eye-tracking study, participants were exposed to 10 banners that were also used in the real digital marketing campaign. In the separate online study, we additionally collected self-reported preferences for the same banners. We explored the relationship between the EEG, eye-tracking, and behavioral indexes obtained in our studies and the banners’ aggregate efficiency provided by the large food retailer based on the decisions of 291,301 Internet users. An EEG-based engagement index (central beta/alpha ratio) significantly correlated with the aggregate efficiency of banners. Furthermore, our multiple linear regression models showed that a combination of eye-tracking, EEG and behavioral measurements better explained the market-level efficiency of banner advertisements than each measurement alone. Overall, our results confirm that neural signals of a relatively small number of individuals can forecast aggregate behavior at the population level.
Keywords: neuromarketing
Салихова А. А., Polikanova I., Вестник Московского университета. Серия 14: Психология 2026 Т. 49 № 3 С. 9–34
Background. An adaptive attitude toward uncertainty may facilitate goals achievement, however, there is a lack of scientific research on this issue among extreme sport athletes. Sports tourism (ST) is a promising area for investigation of the psychological mechanisms underlying adaptation to extreme stressful environments. Objective. The goal is to establish the connection between tolerance for uncertainty, route experience, autonomy skills, and ...
Added: September 18, 2026
Сизикова Т. Э., Леонов С. В., Polikanova I., Сибирский психологический журнал 2026 № 101 С. 127–145
This work aims to investigate the impact of a transformational psychological game on changes in psychological parameters of coping behavior and to identify electrophysiological correlates, taking into account the age characteristics of the subjects. The intervention was carried out using the transformational psychological game "Shambhala – 5" (by T.E. Sizikova). The article analyzes psychologist views on transformation, ...
Added: September 18, 2026
Monahhova E., Morozova A., Gorodnicheva Y. et al., Frontiers in Human Neuroscience 2026 No. 20 Article 1867901
Inroduction:
Source credibility is fundamental to how medical information is processed,yet the underlying neurocognitive mechanisms remain poorly understood. We investigated how two credibility cues — a doctor’s expertise (years of work experience) and aggregate patient ratings (star ratings) — modulate brain responses to veracity cues (‘True’ vs. ‘False’) presented after health- related headlines.
Methods:
We recorded EEG from ...
Added: September 18, 2026
Papageorgiou K., Лиханов М. В., Li J. et al., Personality and Individual Differences 2026 Vol. Volume 263 Article 114019
Multivariate approaches are needed to gain a better understanding of the positive and negative impacts of Dark Triad traits within personality networks under different socio-cultural and personal conditions. In three independent studies in two countries (total N of participants = 4700), we applied network analyses and structural equation modeling to investigate the network of personality (Dark Triad ...
Added: September 18, 2026
Shaitan A., Ke Y., Shutao C. et al., BMC Biology 2026 No. 24 Article 181
Background Therapeutic peptides exert pivotal effects in diverse biological processes, and have attracted significant interest in the field of biomedicine in recent years. However, most existing methods often fail to adequately capture the intricate interactions among amino acid residues and the contextual dependencies within peptide sequences, which hampers the extraction of deep semantic representations and ...
Added: September 18, 2026
Tatarko A., Организационная психология 2026 Т. 16 № 2 С. 9–44
Цель. Цель статьи состояла в разработке новой концептуальной модели метамотивационных оснований существования социальных групп, которая позволила бы
объяснить их устойчивость, целенаправленное функционирование и формирование коллективной идентичности. Автор стремился выявить и систематизировать ключевые элементы,
придающие смысл и стратегическое направление групповому существованию. Подход. Работа
основана на синтезе концепций мотивации А. Маслоу, культурно-исторического подхода (Л.
С. Выготский, А. Н. Леонтьев), теории ценностей ...
Added: September 17, 2026
Anton Rogachev, Logvinenko T., Rebreikina A. et al., Cognitive Science 2026 Vol. 50 No. 9 Article 70263
In a recent Letter to the Editor in Cognitive Science, Németh et al. (2026) published a critical commentary in response to our experimental article on the study of visual statistical learning (visual SL) in children aged 3–9 years. The authors present three critical points regarding (1) the inaccurate interpretation of the results of their article, (2) ...
Added: September 17, 2026
Anton Rogachev, Sysoeva O., Frontiers in Systems Neuroscience 2025 Vol. 19 Article 1658243
Added: September 17, 2026
Anton Rogachev, Logvinenko T., Rebreikina A. et al., Cognitive Science 2025 Vol. 49 No. 10 Article e70130
Visual statistical learning (visual SL) is the ability to implicitly extract statistical patterns from visual stimuli. Visual SL could be assessed using online measures, evaluating reaction times (RTs) to stimuli during task performance, and offline measures, which assess recognition of the presented patterns. We examined 96 children aged 3−9 years using a visual SL task ...
Added: September 17, 2026
Rogachev A.O., Sysoeva O. V., Cognitive Systems Research 2024 Vol. 86 Article 101236
Receptive speech is the ability to understand speech addressed to a person. It is a crucial process for a child’s cognitive development. We examine the relationship between receptive speech and neural tracking of natural speech in 52 children aged 3–8 years to infer the neurophysiological mechanisms underlying speech development. We registered a 32-channel electroencephalogram (EEG) ...
Added: September 17, 2026
Blinova E., Sherbakova O., Learning and Instruction 2026 Vol. 106 Article 102432
Abstract
Background
Knowledge abstractness is one of the factors affecting learning outcomes, particularly in learning from multimedia texts. However, most previous studies on multimedia learning have focused on manipulating pictorial abstractness, while the role of text topic abstractness remains largely unexplored.
Aims
1. Examine how topic abstractness influences multimedia learning outcomes when pictorial abstractness remains constant. 2. Investigate how ...
Added: September 16, 2026
Koriakina M., Ntoumanis I., Blagoveshchensky E. et al., Frontiers in Human Neuroscience 2026 Vol. 20 Article 1754368
Introduction:
Understanding how we perceive and interpret the movements of other living beings is fundamental to social interaction, survival, and navigating our dynamic environment. Traditional studies of biological motion perception have predominantly employed simplified stimuli, such as point-light displays, which sacrifice ecological validity for experimental control.
Methods:
To overcome this limitation, we created a novel stimulus set featuring ...
Added: September 15, 2026
Poddiakov A., / Series Social Science Research Network "Social Science Research Network". 2026. No. 7437658.
Clarity of knowledge and reasoning is necessary in many cases. Yet vagueness in scientific thinking related to surprise, curiosity, "ability to engage with not-knowing" (de Freitas) and abductive reasoning is also a crucially important source of scientific creativity which supplements combinatorial logic when dealing with the already known. Starting from studies by C. S. Peirce ...
Added: September 15, 2026
Торопова А. В., Vayderman B. O., Мир психологии. Научно-методический журнал 2026 № 3 С. 4–19
The article presents grounds for conceptualizing the phenomenon of “presence” in the space of counseling psychological work with orphaned children. Materials 5 of psychological sessions are presented, on the basis of which prerequisites for building the author’s conceptual model were identified. Deep phenomenological and hermeneutic research is based on the personological works of E. B. ...
Added: September 14, 2026
Corazza G. E., Agnoli S., Kharkhurin, A. V. et al., Journal of Intelligence 2025 Vol. 13 No. 8 Article 103
Creativity is the primary driver of our cultural evolution. The astonishing potential of artificial intelligence (AI) and its possible application in the creative process poses an urgent and dramatic challenge for humanity; how can we maximize the benefits of AI while minimizing the associated risks? In this article, we identify all forms of human–AI collaboration ...
Added: September 14, 2026
Ettore Maria Lombardi, Ivanov A., Law and Economics Yearly Review 2025 Vol. 14 No. 1 P. 157–201
Neuromarketing – the fusion of neuroscience and marketing – has emerged as a frontier in the digital marketplace, offering unprecedented insight into consumer behavior while raising profound ethical and legal challenges. By harnessing brain imaging, biometric sensors and AI-driven analytics, firms can target consumers at a subconscious level, potentially bypassing rational choice. This article examines ...
Added: October 29, 2025
Gorin A., Kuznetsova E., Kislov A. et al., Frontiers in Human Neuroscience 2025 Vol. 19 Article 1470662
Introduction: Setting the right price is crucial for eectively positioning products
in the market. Conversely, setting a “non-optimal price”—one that is perceived
as much lower or higher than the product’s true market value—can negatively
influence consumer decisions and business results.
Methods: We conducted two electroencephalography (EEG) studies and
one magnetoencephalography (MEG) study to investigate brain mechanisms
underlying the perception of prices ...
Added: February 5, 2025
Berezka S., Kovalenok A., Шамалова А. Ю. et al., М.: Издательский дом НИУ ВШЭ, 2023.
Мировые тренды и растущая конкуренция заставляют компании детально изучать потребности целевой аудитории, что стимулирует спрос на соответствующие маркетинговые исследования. Традиционные методы исследований, использующие декларативный подход, такие как опросы, интервью или фокус-группы, не всегда дают возможность выявить потребительские инсайты. В то же время нейромаркетинговые исследования,
позволяющие понять подсознательные мотивы поведения человека, не используются широко в России. Данный ...
Added: July 5, 2023
Kislov A., Shestakova A., Ushakov V. et al., Plos One 2023 Vol. 18 No. 6 Article e0286648
Neuroimaging studies have demonstrated the ability to use the brain activity of a group of individuals to forecast the behavior of an independent group. In the current study, we attempted to forecast aggregate choices in a popular restaurant chain. During our functional magnetic resonance imaging (fMRI) study, 22 participants were exposed to 78 photos of ...
Added: June 20, 2023
Ярош О. Б., Калькова Н. Н., Митина Э. А. et al., Симф.: ИТ "Ариал", 2020.
It is devoted to applied and fundamental visual neuroscience ...
Added: December 20, 2022
Gorin A., Nedelko A., Kosonogov V. et al., Journal of Economic Psychology 2022 Vol. 90 Article 102506
A number of neuromarketing studies employed brain responses called event-related potentials or ERPs as neural markers of brand associations. The use of the N400 component of ERPs in particular appeared to be the promising to study typicality of product-brand associations and their role for brand extension (Wang et al., 2012).
The question, however, remains whether the ...
Added: February 25, 2022
Nikolaeva E., Berezka S., Sheresheva M. Y., , in: Proceedings of the European Marketing AcademyIssue 49th.: EMAC, 2020. P. 64772.
The study presented in the paper aims to learn how consumers recognize and evaluate brand logos. The authors used joint explicit (declarative evaluation) and implicit consumer perceptions measurement to examine consumer perceptions of brand logos that are relevant or irrelevant to dairy products. The study based on a combined analysis of self-reported data and implicit ...
Added: May 9, 2021
Berezka S., Sheresheva M. Y., Galkina N. et al., , in: Proceedings of the European Marketing AcademyIssue 48th.: EMAC, 2019.
The study presented in the paper aims to learn how consumers recognize brand characters (also known as brand mascots) and what pattern of brain activity is evoked in response to brand characters that have a strong association with a product in consumer perception. The study explores an approach to examining consumer perception of dairy brand ...
Added: May 9, 2021
Sheresheva M. Y., Anisimov V., Berezka S. et al., , in: Conference Proceedings GSOM Emerging Markets Conference 2018.: St. Petersburg University, 2018. P. 53–56.
The research aims to develop a valid method for objective indicators recording in real time for assessing the degree of text comprehension in commercials. Neuromarketing approach is used, since there is now broad understanding that objective psychophysiological indicators could be useful for the estimation of consumers' attention in reading and watching commercials. ...
Added: May 9, 2021