Consumer Behavior

EEG/ERP Research in Consumer Perceptions of Apparel Products

Author: Keunyoung Oh (SUNY Buffalo State)

Abstract

The purposes of this research are (1) to review EEG/ERP research that may be applicable to understanding how consumers actually but subconsciously process fashion-related information or stimuli and (2) to speculate about possible uses of ERP experiments as a new research tool to study fashion consumer behavior.

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How to Cite: Oh, K. (2015) “EEG/ERP Research in Consumer Perceptions of Apparel Products”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).