Is EEG Suitable for Marketing Research? A Systematic Review
Andrea Bazzani1, Silvio Ravaioli2, Leopoldo Trieste1
1Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy.
Frontiers in Neuroscience
|January 7, 2021
Summary
Electroencephalography (EEG) in consumer neuroscience offers valuable insights into consumer behavior. This review highlights EEG
Area of Science:
- Consumer neuroscience
- Neuroscience marketing
- Applied neuroscience
Background:
- Neuroscience techniques are increasingly used in marketing to understand consumer behavior.
- Electroencephalography (EEG) is a popular tool due to its affordability and high temporal resolution.
- EEG helps explore both conscious and unconscious consumer decision-making drivers.
Conclusions:
- Electroencephalography (EEG) significantly complements traditional research methods in consumer neuroscience.
- Suggests avenues for leveraging EEG to enhance understanding of consumer behavior.
- Recommends further exploration of EEG in consumer profiling and social consumer neuroscience.
Keywords:
EEGconsumer behaviorconsumer neurosciencedecision-makingeletroencephalographyneuromarketingMore Related Videos
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