{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,15]],"date-time":"2026-09-15T09:09:08Z","timestamp":1789463348893,"version":"build-2803163510"},"update-to":[{"DOI":"10.12688\/f1000research.168220.1","type":"new_version","label":"New version","source":"publisher","updated":{"date-parts":[[2026,8,29]],"date-time":"2026-08-29T00:00:00Z","timestamp":1787961600000}},{"DOI":"10.12688\/f1000research.168220.2","type":"new_version","label":"New version","source":"publisher","updated":{"date-parts":[[2026,8,29]],"date-time":"2026-08-29T00:00:00Z","timestamp":1787961600000}},{"DOI":"10.12688\/f1000research.168220.3","type":"new_version","label":"New version","source":"publisher","updated":{"date-parts":[[2026,8,29]],"date-time":"2026-08-29T00:00:00Z","timestamp":1787961600000}}],"reference-count":87,"publisher":"F1000 Research Ltd","license":[{"start":{"date-parts":[[2026,8,29]],"date-time":"2026-08-29T00:00:00Z","timestamp":1787961600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["f1000research.com"],"crossmark-restriction":false},"short-container-title":["F1000Res"],"abstract":"<ns3:p>Neuromarketing and consumer neuroscience aim to enhance self-report and behavioral techniques by assessing neurophysiological and psychophysiological reactions that are frequently challenging to quantify. This study consolidates non-invasive tools frequently employed to examine consumer reactions to marketing stimuli, emphasizing the metrics each method assesses, the marketing inquiries it may reliably address, and the potential dangers of inference involved. We systematically compile evidence pertaining to constructs fundamental to consumer choice, including attention, affective arousal, memory encoding, and valuation, while comparing methodologies such as EEG, fMRI, TMS, Steady State Topography and MEG. The article proposes a method selection matrix that associates common research and applied inquiries (e.g., advertising attention dynamics, packaging assessment, pricing, and value indicators) with suitable measurement strategies, highlighting trade-offs concerning temporal\/spatial resolution, ecological validity, cost, and interpretability. Finally, examine methodological challenges and ethical obligations. 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