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The Development of Electroencephalogram (EEG) in Neuromarketing Using Hedonic and Utilitarian Motivation

Nurul Natasha Awinda Mohammad Nizam,Mohd Fahmi Mohamad Amran,Nurhafizah Moziyana Mohd Yusop,Siti Rohaidah Ahmad,Norshahriah Abdul Wahab

Cybernetics Perspectives in SystemsLecture Notes in Networks and Systems（2022）

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Key words
Neuromarketing,Decision making,Hedonic motivation,Utilitarian motivation
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