?
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
Medushevsky A. N., Liberal.ru 2026
The Liberal Mission Foundation continues to introduce readers to new concepts of democracy and relevant publications. This discussion focuses on the challenges facing democracy in the era of globalization, as addressed in two recent books: *The Backsliders: Why Leaders Undermine Their Own Democracies* by S.C. Stokes (2025) and *Critical Theories and the Postsocialist Challenge: Race, ...
Added: August 26, 2026
Medushevsky A. N., Вопросы теоретической экономики 2026 № 2 С. 146–164
It is generally accepted that the basis of social and legal stability in any society is a consensus on vir tue — the fundamental values of proper behavior, ways of maintaining and reproducing them. And, conversely, the destruction of this consensus is a sign of the loss of stability and divergence of positions of social ...
Added: August 26, 2026
Кубкин Я. В., Российский кардиологический журнал 2026 Т. 31 № 8S
Goal. To assess the contribution of polygenic risk scores to the short‑term mortality prediction model in patients with dilated cardiomyopathy (DCM).
Materials and methods. The study included 137 patients with DCM. The mean age was 56.8 ± 13.5 years; there were 115 men (83.9 %). The median follow‑up period was 17 [13; 22] months. During the follow‑up period, 26 ...
Added: August 24, 2026
Vlasenko D., Saranskaia I., Zakharov D., European Physical Journal: Special Topics 2026 P. 1–16
Hypergraphs provide a natural framework for representing neurophysiological interactions distributed across sets of sensors. A key methodological question is how hyperedges should be defined from frequency-resolved electroencephalography/magnetoencephalography (EEG/MEG) data. We demonstrate a construction strategy in which hyperedges are obtained from canonical coherence (caCOH), an extension of coherence that estimates coupling between multidimensional signal spaces. To ...
Added: August 18, 2026
Diachkova M., Lelik V., Dorofeeva S. et al., Language Resources and Evaluation 2026 Vol. 60 Article 68
This article presents the Russian Language-Monolingual corpus (RusLan-M, v.1.0), a longitudinal multimedia collection of early child speech from two Russian-speaking monolingual children: Tosya (ages 0;10–3;10, 246 recordings) and Yasha (ages 1;04–3;00, 42 recordings). The corpus consists of approximately 41 h (2,454 min.) of video recordings and 35,386 child utterances, available with transcriptions in the CHAT ...
Added: August 17, 2026
Badarin A., Ratnikov F., Andreev A., European Physical Journal: Special Topics 2026 P. 1–10
EEG recordings are often affected by the loss or corruption of individual channels due to electrode detachment, poor scalp contact, or external interference. Such channels must be accurately reconstructed before further analysis. In this study, we investigate Next-Generation Reservoir Computing (NG-RC) as a data-driven approach for reconstructing corrupted EEG channels and compare its performance with ...
Added: August 12, 2026
Lucas J., Hebbar P., Ryabov F. et al., / Series 10.64898/2026.07.21.739710 "10.64898/2026.07.21.739710". 2026.
A pangenome reference overcomes the inherent limitation of any individual reference genome by integrating the variation present in a population. We present the Human Pangenome Reference Consortium’s (HPRC) Release 2 (HPRC2), an openly available, second phase pangenome that is an approximately fivefold expansion in genome number over HPRC Release 1 (HPRC1) and measurable improvement in ...
Added: August 10, 2026
Sandlerskiy R., Elsevier, 2026.
Encyclopedia of Ecology, Third Edition, Four Volume Set - with over 300 chapters - once again provides a comprehensive reference work covering the current ideas and practices in ecology.
Ecology is the ideal field for studying complex, adaptive, and self-organizing systems and by observing and understanding ecosystems, it provides valuable insights into creating sustainable systems. This knowledge is ...
Added: August 9, 2026
Dadinova L., Petoukhov M., Mozhaev A. et al., Crystallography Reports 2026 Vol. 71 P. 52–58
Bacterial chromosomes are tightly packed in the cells due to interactions with specific nucleoid-associated proteins. Among them, the IHF protein draws attention due to its presumed influence on intracellular crystallization processes, leading to bacterial resistance to drugs. The crystal structure of the IHF heterodimer is known only in complex with a short DNA fragment, whereas ...
Added: August 6, 2026
Vasilieva E., Trifonova A., Bultseva M. A., Current Psychology 2026 Vol. 45 Article 1320
The current exploratory study aims to reveal identity gaps and interpersonal communication strategies used by Russians to overcome social identity crises. Based on previous research, we assume that many Russians who live both in Russia and abroad face ethnic and national identity threats and experience different social identity crises due to recent geopolitical events. This ...
Added: August 6, 2026
Ulgen H., Journal of International Students 2026 Vol. 16 No. 17 P. 283–312
This study reports a secondary analysis of phenomenologically informed, semistructured interviews with 15 Turkish undergraduate and graduate students at three universities in Moscow and examines how peer networks function beyond emotional buffering to support academic engagement and institutional navigation in Russian–medium higher education. Drawing on social support theory, communities of practice, and community cultural wealth ...
Added: August 5, 2026
A. Radygina, S. Kulikova, Herald of the Russian Academy of Sciences 2025 Vol. 95 No. 6 P. 963–970
Musical training has a significant impact on brain organization, leading to functional and structural
adaptations that enhance auditory, visual, motor, and cognitive processes. This study investigates how
extensive musical training shapes functional brain connectivity by comparing professional musicians and
non-musicians. Using EEG phase-locking value (PLV) analysis, we examined neural synchronization across
alpha, beta, and gamma frequency ranges during music ...
Added: August 5, 2026
Zolotareva A., Социальные науки и детство 2026 Т. 7 № 2 С. 66–77
Context and relevance. Early detection of anxiety and depression symptoms is a priority task for the child and adolescent mental health system. As Russian practice traditionally relies on separate instruments, assessing anxiety and depression in isolation, there is a need for integrated instruments. Objective. To examine the factor structure of the Russian version of the ...
Added: August 4, 2026
Iskakova B., Kleinlein E. V., Prisyazhniuk D. et al., European Journal of Education 2026 Vol. 61 No. 3 Article e70810
This study examines pre-service teachers' (PSTs) attitudes towards inclusive education in Germany and Russia and investigates how they relate to teacher training curricula and teacher educators' discourse. A mixed-methods design was used, including an online survey of PSTs (n = 460) with an open-ended question, curriculum review and exploratory interviews with university educators in both contexts. The ...
Added: August 3, 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
Berezka S., Sheresheva M. Y., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2019 Т. 18 № 2 С. 175–203
The paper presents the results of neuromarketing research based on the use of neurophysiological and survey methods that are aimed to identify differences in perception of dynamic advertising content for food and non-food product categories. The role of sensory sensations in consumer behavior and the potential of neurophysiological marketing tools to observe sensory effects on ...
Added: October 14, 2019