P300 and decision-making in neuromarketing


  • Aida Azlina Mansor Faculty of Business and Management, Universiti Teknologi MARA Selangor, Malaysia.
  • Salmi Mohd Isa Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia.
  • Syaharudin Shah Mohd Noor School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia.




neuromarketing, marketing, decision-making, P300 amplitude


Neuromarketing provides insights into consumers' decision-making that traditional marketing test methods cannot offer. The foundation in the process of decision-making is P300. Thus, the P300 wave is a potential Event-Related Component (ERP) used to measure consumers' decision-making process. The P300 wave represents a positive transition in human event-related potential. Therefore, the P300 is determined by measuring the amplitude and latency of the consumers. A higher P300 amplitude indicates greater confidence in the decision-making process, while a longer P300 latency indicates lower attentiveness. Thus, P300 in neuroscience, which investigates customers' responses in-depth, cannot be accomplished by typical marketing methods. For many years, P300 components such as attitudes, preferences, and information-based decision-making have been examined extensively in marketing-related research. However, a review of an ERP in neuromarketing method is fewer reported. This mini review describes some analysis on P300 and decision-making by several researchers.


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How to Cite

Mansor, . A. A., Mohd Isa, S. and Mohd Noor, S. S. (2021) “P300 and decision-making in neuromarketing”, Neuroscience Research Notes, 4(3), pp. 21–26. doi: 10.31117/neuroscirn.v4i3.83.