ABSTRACT
This chapter explains the evolution of academic research into the interface between behavioural marketing and the use of functional imaging techniques such as hemodynamic measurements and electromagnetic measurements. These deliver precise topographical maps of brain activation.
The chapter explains how these systems, when combined with anatomical and structural information about the brain, can be used to infer source localisation in the brain with respect to information processing, emotions, and decision-making.
This explains in detail how these systems work, how, different they are from other imaging techniques, and typical experimental protocols.
Examples of state-of-the-art studies and future trends are presented briefly at the end of the chapter.
