New frontiers in neuromarketing research: Benefit and potential applications of GRAIL

Letizia Alvino, Luigi Pavone, Henry Robben

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

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Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL combines different devices (e.g. EEG, ET, facial EMG) into one single real-time device. It can help researchers and practitioners to measure physiological responses (external reflexes) and brain activity (internal reflexes) simultaneously. We argue that this new tool can improve neuromarketing research in several ways, namely in reducing the costs of neuromarketing research, improving the efficiency and accuracy of neuromarketing experiments, and recreating real-life purchase experiences using virtual reality and personalized scenarios.
Original languageEnglish
Title of host publicationProceedings of the 49th EMAC Conference
Place of PublicationBudapest
Publication statusPublished - May 2020
Event49th European Marketing Academy Conference - Budapest, Hungary
Duration: 26 May 202029 May 2020


Conference49th European Marketing Academy Conference
Abbreviated titleEMAC 2020


  • neuromarketing
  • neuromarketing tools


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