A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques
Md Fazlul Karim Khondakar1, Md Hasib Sarowar1, Mehdi Hasan Chowdhury2
1Department of Biomedical Engineering, Chittagong University of Engineering & Technology, Chittagong, Bangladesh.
Brain Informatics
|June 5, 2024
Summary
This review explores electroencephalography (EEG)-based neuromarketing, analyzing consumer decision-making. It identifies research trends and opportunities for more effective marketing strategies.
Area of Science:
- Neuroscience
- Marketing
- Consumer Behavior
Background:
- Neuromarketing investigates consumer decision-making processes.
- Businesses seek to optimize marketing strategies by understanding consumer impressions.
- Emerging technologies offer new insights into consumer responses.
Purpose of the Study:
- To systematically review electroencephalography (EEG)-based neuromarketing research.
- To identify current research trends, technical scopes, and opportunities in EEG-based neuromarketing.
- To provide a comprehensive overview of the field for researchers and businesses.
Main Methods:
- Systematic literature review of recent publications from valid databases.
- Clustering of popular research topics into five categories to identify trends.
- Analysis of brain regions activated during purchase decisions.
Main Results:
- Identification of key research trends and popular topics in EEG-based neuromarketing.
- Discussion of relevant brain regions and their role in consumer decision-making.
- Overview of techniques for processing, analyzing, and interpreting brain data.
Conclusions:
- EEG-based neuromarketing offers significant potential to revolutionize marketing strategies.
- Understanding brain responses to marketing stimuli can lead to more effective advertising.
- Further research is recommended to explore the full potential of this interdisciplinary field.
