Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Dwivedi, Nishtha; Narendra Kiran, P.B.; Vemula, Rajesh; Sharma, Monika; Khalaf, Hameed Hassan; Abdulhasan, Maki Mahdi Title A name given to the resource Utilizing brain-computer interfaces for personalized marketing strategies Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Brain-Computer Interfaces and Applications in Business;pp.265-280 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3373-5122-3.ch016" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3373-5122-3.ch016</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105013044501?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105013044501?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Dwivedi N., School of Business, Galgotias University, India; Narendra Kiran P.B., Christ University, India; Vemula R., Mittal School of Business, Lovely Professional University, India; Sharma M., Management Department, GLA University, India; Khalaf H.H., Al-Manara College for Medical Sciences, Iraq; Abdulhasan M.M., Department of Technology, Al-Nisour University College, India Description An account of the resource Through the provision of direct insights into the preferences and emotional responses of consumers, the objective of this research paper is to evaluate the potential for Brain-Computer Interfaces (BCIs) to bring about a change in the approaches of personalized marketing. Brain-computer interfaces, also known as BCIs, are devices that allow for a link to be made between the brain and external equipment. This allows marketers to have access to real-time neurological data that is truly unequalled. In turn, this makes it possible for marketers to develop marketing strategies that are extremely focused on the population that they are trying to reach. The objective of this project is to examine how brain-computer interfaces (BCIs) can be leveraged to evaluate the responses of consumers to advertisements, product designs, and brand messages. To refine their plans, this would make it possible for marketers to make use of subconscious reactions rather than the conventional survey methods. Some significant challenges are also discussed, including the difficulty of decoding brain signals. 2025, IGI Global Scientific Publishing. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-833735124-7; 979-833735122-3; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online