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Chapter and Conference Paper
Verification of Brain Activity When Watching TV Commercials Using Optical Topography
Traditionally, the efficacy of TV commercials has been evaluated using surveys. However, studies show that human decision-making can be unreliable, and may not reflect the true preferences of consumers. Becaus...
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Chapter and Conference Paper
Estimation of Unconscious Preference Judgment with Near-Infrared Spectroscopy
Conventionally, methods to investigate preference decisions, such as questionnaires and interviews, are used for estimating consumer preferences. However, there are many uncertainties in human decision-making,...