Is EEG Suitable for Marketing Research? A Systematic Review
Background: In the past decade, marketing studies have greatly benefited from the adoption of neuroscience techniques to explore conscious and unconscious drivers of consumer behavior. Electroencephalography (EEG) is one of the most frequently applied neuroscientific techniques for marketing studies...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2020-12-01
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| Series: | Frontiers in Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnins.2020.594566/full |
| _version_ | 1818666376387100672 |
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| author | Andrea Bazzani Silvio Ravaioli Leopoldo Trieste Ugo Faraguna Ugo Faraguna Giuseppe Turchetti |
| author_facet | Andrea Bazzani Silvio Ravaioli Leopoldo Trieste Ugo Faraguna Ugo Faraguna Giuseppe Turchetti |
| author_sort | Andrea Bazzani |
| collection | DOAJ |
| description | Background: In the past decade, marketing studies have greatly benefited from the adoption of neuroscience techniques to explore conscious and unconscious drivers of consumer behavior. Electroencephalography (EEG) is one of the most frequently applied neuroscientific techniques for marketing studies, thanks to its low cost and high temporal resolution.Objective: We present an overview of EEG applications in consumer neuroscience. The aim of this review is to facilitate future research and to highlight reliable approaches for deriving research and managerial implications.Method: We conducted a systematic review by querying five databases for the titles of articles published up to June 2020 with the terms [EEG] AND [neuromarketing] OR [consumer neuroscience].Results: We screened 264 abstracts and analyzed 113 articles, classified based on research topics (e.g., product characteristics, pricing, advertising attention and memorization, rational, and emotional messages) and characteristics of the experimental design (tasks, stimuli, participants, additional techniques).Conclusions: This review highlights the main applications of EEG to consumer neuroscience research and suggests several ways EEG technique can complement traditional experimental paradigms. Further research areas, including consumer profiling and social consumer neuroscience, have not been sufficiently explored yet and would benefit from EEG techniques to address unanswered questions. |
| first_indexed | 2024-12-17T06:03:33Z |
| format | Article |
| id | doaj.art-6e459a036f6540d793275c6dad619be5 |
| institution | Directory Open Access Journal |
| issn | 1662-453X |
| language | English |
| last_indexed | 2024-12-17T06:03:33Z |
| publishDate | 2020-12-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Neuroscience |
| spelling | doaj.art-6e459a036f6540d793275c6dad619be52022-12-21T22:00:48ZengFrontiers Media S.A.Frontiers in Neuroscience1662-453X2020-12-011410.3389/fnins.2020.594566594566Is EEG Suitable for Marketing Research? A Systematic ReviewAndrea Bazzani0Silvio Ravaioli1Leopoldo Trieste2Ugo Faraguna3Ugo Faraguna4Giuseppe Turchetti5Institute of Management, Scuola Superiore Sant'Anna, Pisa, ItalyDepartment of Economics, Columbia University, New York, NY, United StatesInstitute of Management, Scuola Superiore Sant'Anna, Pisa, ItalyDepartment of Translational Research and New Technologies in Medicine and Surgery, University of Pisa, Pisa, ItalyDepartment of Developmental Neuroscience, Istituto di Ricovero e Cura a Carattere Scientifico (IRCCS) Fondazione Stella Maris, Pisa, ItalyInstitute of Management, Scuola Superiore Sant'Anna, Pisa, ItalyBackground: In the past decade, marketing studies have greatly benefited from the adoption of neuroscience techniques to explore conscious and unconscious drivers of consumer behavior. Electroencephalography (EEG) is one of the most frequently applied neuroscientific techniques for marketing studies, thanks to its low cost and high temporal resolution.Objective: We present an overview of EEG applications in consumer neuroscience. The aim of this review is to facilitate future research and to highlight reliable approaches for deriving research and managerial implications.Method: We conducted a systematic review by querying five databases for the titles of articles published up to June 2020 with the terms [EEG] AND [neuromarketing] OR [consumer neuroscience].Results: We screened 264 abstracts and analyzed 113 articles, classified based on research topics (e.g., product characteristics, pricing, advertising attention and memorization, rational, and emotional messages) and characteristics of the experimental design (tasks, stimuli, participants, additional techniques).Conclusions: This review highlights the main applications of EEG to consumer neuroscience research and suggests several ways EEG technique can complement traditional experimental paradigms. Further research areas, including consumer profiling and social consumer neuroscience, have not been sufficiently explored yet and would benefit from EEG techniques to address unanswered questions.https://www.frontiersin.org/articles/10.3389/fnins.2020.594566/fullconsumer neuroscienceneuromarketingEEGeletroencephalographyconsumer behaviordecision-making |
| spellingShingle | Andrea Bazzani Silvio Ravaioli Leopoldo Trieste Ugo Faraguna Ugo Faraguna Giuseppe Turchetti Is EEG Suitable for Marketing Research? A Systematic Review Frontiers in Neuroscience consumer neuroscience neuromarketing EEG eletroencephalography consumer behavior decision-making |
| title | Is EEG Suitable for Marketing Research? A Systematic Review |
| title_full | Is EEG Suitable for Marketing Research? A Systematic Review |
| title_fullStr | Is EEG Suitable for Marketing Research? A Systematic Review |
| title_full_unstemmed | Is EEG Suitable for Marketing Research? A Systematic Review |
| title_short | Is EEG Suitable for Marketing Research? A Systematic Review |
| title_sort | is eeg suitable for marketing research a systematic review |
| topic | consumer neuroscience neuromarketing EEG eletroencephalography consumer behavior decision-making |
| url | https://www.frontiersin.org/articles/10.3389/fnins.2020.594566/full |
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