Year of Graduation
A New Tool to Estimate Subjective Value Using EEG
Our project aims to create an algorithm evaluating subjective values of goods using electrophysiological markers. In a series of studies, we registered N400 ERP component evoked by an incongruent price, next we developed a model for the functional relationship between N400 and price incongruence, and finally we developed an algorithm determining the subjective value of the product. This algorithm could be used, (a) in measurements of brand equity, (b) value-based pricing, (c) goods categorization, (d) marketing products selection (rollers, billboards, websites, etc.) that can maximize subjective value of goods.