“…Although the electroencephalography (EEG) has been in use for the study of marketing preferences for over 35 years (Krugman, 1971), there is little doubt that we have entered a new age of neuromarketing in which advanced technology is being used in unprecedented ways to probe consumer preferences. A raft of peer-reviewed papers and books have appeared in recent years in which positron emission tomography (PET), functional magnetic resonance imaging (fMRI) and quantitative EEG analyses have been used to assess consumer behavior (Smith et al, 2002;Dickhaut et al, 2003;McClure et al, 2004;Mast and Zaltman, 2005;Ahlert et al, 2006;Knutson et al, 2007;Koenigs and Tranel, 2008;Plassmann et al, 2007;Renvoisé and Morin, 2007;Schaefer and Rotte, 2007a, b).…”