PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Electroencephalogram (EEG) is a neurotechnology used to measure brain activity via brain impulses. Throughout the years, EEG has contributed tremendously to data-driven research models (e.g., Generalised Linear Models, Bayesian Generative Models, and Latent Space Models) in Neuroscience Technology and Neuroinformatic. Due to versatility, portability, cost feasibility, and non-invasiveness. It contributed to various Neuroscientific data that led to advancement in medical, education, management, and even the marketing field. In the past years, the extensive uses of EEG have been inclined towards medical healthcare studies such as in disease detection and as an intervention in mental disorders, but not fully explored for uses in neuromarketing. Hence, this study construes the data acquisition technique in neuroscience studies using electroencephalogram and outlines the trend of revolution of this technique in aspects of its technology and databases by focusing on neuromarketing uses.

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