The application of mobile EEG to the study of product perception

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Real-world neuroimaging using mobile EEG technology is a novel approach that provides continuous information about ongoing brain activity in natural environments. Mobile EEG opens up new possibilities to investigate neural responses during spontaneous behavioural reactions, emotional states, or social interactions. However, the technology also faces a number of methodological difficulties associated with presence of a large number of artefacts, such as eye movements, muscle activity, and gross head movements. This studentship aims to develop a methodological basis for behavioural and cognitive studies of product preferences. The project comprises a) building a methodological and technical basis for mobile recordings of high-density EEG and associated data analysis during initial two years, and b) application of mobile EEG to study product preferences in the final 2 years.