Keywords: Event-related potential
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Journal Articles
Journal of Consumer Marketing (2026) 43 (4): 445–458.
Published: 21 August 2025
... using the event-related potential ( ERP ) of electroencephalograms. Design/methodology/approach By applying source credibility theory and using experimental designs within subject factors, the study analysed the impact of AI and website recommendations based on the “search” and “experience...

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