Decoding Consumer Minds: Applications of EEG and Eye-Tracking in Marketing

Date: June 5, 2026
Location: Hengqin

Fee: HKD 400

Professor Jia JIN, from the School of Business and Management at Shanghai International Studies University, will lead a pre-conference workshop on the application of EEG and eye-tracking technologies in marketing research. This session will introduce participants to essential neurophysiological and behavioral measurement techniques that provides insights into consumer cognition, emotion, and decision-making processes in realistic or near-realistic marketing environments.

Purpose

Electroencephalography (EEG) and eye-tracking are two neurophysiological and behavioral measurement techniques that provide unique insights into consumer cognition, emotional responses, and decision-making processes in real or near-real marketing contexts. While EEG captures millisecond-level brain activity to reveal cognitive and affective patterns, eye-tracking uncovers visual attention distribution and gaze behavior.

In this workshop, participants will be introduced to the core principles of EEG and eye-tracking, commonly used metrics, and their psychological interpretations. Special attention will be devoted to the design of rigorous experiments, including hypothesis development, task and stimulus creation, experimental flow control, variable manipulation, data collection, and data analysis. The workshop will also cover the synchronization and integration of multimodal data, equipping participants with a comprehensive framework for applying EEG and eye-tracking techniques in marketing research.

Time:

14:30 – 17:00, June 5, 2026

About the Workshop Host

Jia JIN

Professor Jia Jin is a Professor, Ph.D. Advisor, and Associate Dean at the School of Business and Management, Shanghai International Studies University, and also serves as Deputy Director of the MOE Key Laboratory of Brain-Machine Collaborative Information Behavior. She was selected as a “Top Young Talent of Shanghai” and has led or participated in many national-level research projects, including key, general, and youth grants from the National Natural Science Foundation of China (NSFC), as well as initiatives under the “Technology Innovation 2030” program. Prof. Jin has published over 80 academic papers, authored 4 books, holds 12 invention patents, and has registered 5 software copyrights. She has also contributed to 4 national standards in the field of neuro-management. Her work has earned multiple honors, including the Second Prize of the Science and Technology Progress Award of Zhejiang Province, the Third Prize of the Wu Wenjun Artificial Intelligence Science & Technology Award, and the First Prize for Outstanding Achievements in Philosophy and Social Sciences in Shanghai.