How to conduct valuable marketing research with neurophysiological tools - Bigne, E.; Boksem, M.; Casado‐Aranda, L. A.; García‐Madariaga, J.; Gier‐Reinartz, N. R.; Guerreiro, J.; Loureiro, S.; Kakaria, S.; Smidts, A.; Wedel, M. (Psychology and Marketing, 2025)