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Original Research
Published 7 September 2026
Consumer preferences for novel products: eye-tracking and EEG insights into gift-giving vs. self consumption
Uma Parasuram · Chengyan Yue · R. Karina Gallardo · Garrett Steede · Benjamin R. Eisenreich · Matthew Clark
Frontiers in Behavioral Economics
doi 10.3389/frbhe.2026.1871704