EEG Research related to Smart Industry

SMART INDUSTRY relates to innovation, which depends on the ability to select creative and effective problem solvers, and methods that may enhance individuals’ creativity and methods that enable to understand these changes. EEG research shows that the ability to solve abstract problems relates to frontal EEG patterns (1) and there are specific EEG changes that relate to creativity (2). Within Marketing, interest also increases in neurophysiological tools such as EEG, as individual preferences for certain products are not always easy to assess as it crucially depends on self-reflection, social desirability, and behavioral outcomes. EEG results, however, show that it is already possible to identify individual preferences before they even had the time to make an eye movement (3) or before products were presented long enough to be consciously experienced (4).

  1. Van der Lubbe, R.H.J., Hofman, E., Siebelink, R., & Kammeier, H. (2019). Does a scenario intervention affect the processing of syllogisms? Presentation at meeting of the European Society of Cognitive Psychology (ESCoP), Tenerife.
  2. Rataj, K., Nazareth, D.S., & Van der Velde, F. (2018). Use a sppon as a spade?: Changes in the upper and lower alpha bands in evaluating alternate object use.  Frontiers in Psychology, 9, a1941. DOI: 10.3380/fpsyg.2018.01941
  3. Alvino, L., Constantinides, E., & Van der Lubbe, R., Joosten, R.A.M., & (submitted). Neuromarketing: Attentional Preferences for Wine Labels Using the Posterior Contralateral Negativity.
  4. Rotshuizen, L. (2018). First impression website attractiveness: a consumer neuroscience approach. Unpublished MA thesis at the University of Twente, The Netherlands. Supervisors: Dr R.H.J. Van der Lubbe & Dr E. Constantinides.