EEG insights and applications in business

Jessica Ann Diaz

Chapter 23 in Elgar Concise Encyclopedia of Neuroscience and Management, 2026, pp 80-82 from Edward Elgar Publishing

Abstract: EEG is a non-invasive, millisecond-resolution method for recording scalp electrical activity that indexes summed postsynaptic potentials. This entry outlines a brief history, core biophysics, and experimental practice, then surveys analysis pipelines: preprocessing and artifact removal (e.g., ICA), frequency-domain measures across canonical bands, and time-domain ERPs, plus multivariate discrimination. We summarize landmark findings on cognition, sleep, resting-state networks, and oscillatory integration. We then map applications to business research, including consumer neuroscience and neuromarketing, where EEG informs preference, willingness to pay, and ad efficacy. Strengths include temporal precision, portability, and cost; limitations include low spatial resolution and reduced subcortical access. EEG remains a practical bridge between brain dynamics and behavior.

Keywords: EEG; Event-related potentials (ERPs); Frequency bands; Independent component analysis (ICA); Time frequency analysis; Neuromarketing (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332885
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