HIGHLIGHTS
SUMMARY
Less attention has been paid to the other EEG frequency bands such as beta and gamma (Ravaja et_al, 2013; Ramsy et_al, 2018; Spironelli et_al, 2021). The theta-alpha ratio (TAR) has been recently used as a cognitive load index which is sensitive to task difficulty and cognitive processing (Trammell et_al, 2017; Cabañero et_al, 2019; Wang et_al, 2020). Different effects of VR on the brain responses have been measured through EEG (D`Errico et_al, 2020; Dini et_al, 2022). Numerous studies in neuroscience have been examining consumers` shopping behavior (Martin and Potts, 2009; Ravaja et_al . . .
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