Advertising, brand and neuromarketing or how consumer brain works

The present paper explores the relationship between the explicit (consumer\u2019s preference) and implicit (EEG measurement) consumers\u2019 responses and the important role of the reward-system. In particular we analyzed the impact of reward mechanisms to support cognitive and emotive processes in evaluating consumer goods. We measured the frequency bands (delta, theta, alpha, beta) at thirty-four subjects while they saw five commercials. Finally, the subjects evaluated the goods and explained their preferences