fin UK rus

Pharmaco - EEG methods are monitoring psychotropic drug effects on the brain functioning and are able to predict clinical response to treatment with psychotropic drugs.

 

 

The computer-assisted quantitative analysis of drug-induced changes in the
human electroencephalogram was proved to be of great value since 1960.

 

 

Pharmaco-electroencephalography (pharmaco-EEG) concerns the description and the quantitative analysis of the effects of substances on the central nervous system (CNS) by means of neurophysiological and electrophysiological methods used within the framework of clinical and experimental pharmacology, neurotoxicology, therapeutic research and associated disciplines.

The effect of substances on the human brain can be measured by mean of:

 

Human quantitative electroencephalography (QEEG) or

 

Evoked potentials (EPs)/eventrelated potentials (ERPs), in which the time-locked EEG
signal resulting from a specific event is examined, represent another area of study and will be the subject of dedicated guidelines.

neuromarketNeuromarketing is a new field of marketing research that studies consumers' sensorimotorcognitive, and affective response to marketing stimuli.

 

Researchers use technologies to measure changes in activity in parts of the brain by electroencephalography (EEG) and other methods to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.

 

Neuromarketing research raised interest for both academic and business side. In fact, certain companies, particularly those with large-scale goals, have invested in their own laboratories, science personnel and / or partnerships with academia.

Companies such as Google, CBS, and Frito-Lay amongst others have used neuromarketing research services to measure consumer thoughts on their advertisements or products.

The word "neuromarketing" was coined by Ale Smidts in 2002.