Is EEG Suitable for Marketing Research? A Systematic Review

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...

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Bibliographic Details
Main Authors: Andrea Bazzani, Silvio Ravaioli, Leopoldo Trieste, Ugo Faraguna, Giuseppe Turchetti
Format: Article
Language:English
Published: Frontiers Media S.A. 2020-12-01
Series:Frontiers in Neuroscience
Subjects:
consumer neuroscience
neuromarketing
EEG
eletroencephalography
consumer behavior
decision-making
Online Access:https://www.frontiersin.org/articles/10.3389/fnins.2020.594566/full

Internet

https://www.frontiersin.org/articles/10.3389/fnins.2020.594566/full

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