Multivariate Data Analysis of Consumer Behavior of Functional Products: A Neuroscience and Neuromarketing Approach to Improve Decision-Making. - Jesús Jaime Moreno Escobar; Verónica de Jesús Pérez-Franco; Ana Lilia Coria Páez; Oswaldo Morales Matamoros; Erika Yolanda Aguilar del Villar; Mauro Daniel Castillo-Perez (Computación y Sistemas (CyS), 2023)