神经营销
脑电图
神经影像学
感知
同步脑电与功能磁共振
功能磁共振成像
神经经济学
心理学
市场调研
计算机科学
认知心理学
营销
神经科学
业务
作者
Aaron N. McInnes,Billy Sung,Reyhane Hooshmand
标识
DOI:10.1177/14707853221112622
摘要
Electroencephalography (EEG) offers insights into the neural responses of consumers to marketing stimuli which can be used to evaluate the effectiveness of such stimuli in directing favorable consumer behavior in real-world settings. This practical review provides guidelines for using EEG in consumer and marketing research. It provides recommendations for how EEG may effectively be employed in neuromarketing in the future. EEG requires careful experimental design, and as such, we outline current recommendations for the collection, processing, analysis, and interpretation of EEG evoked potentials (i.e., event related potentials; ERP) and spectral content (i.e., EEG frequency). By providing an introductory overview of EEG measures in marketing and consumer research, this practical review extends previous literature that is primarily focused on other neuroimaging techniques (e.g., functional magnetic resonance imaging) and other disciplines (e.g., economics and organizational behaviour). Furthermore, by reviewing how EEG has been used throughout psychophysiological and neuromarketing research, we provide recommendations on how EEG can be used to measure marketing-related outcomes. These include processes relating to perception, attention, memory, emotion, and cognitive load, demonstrating the unique value of considering the neural responses captured by EEG in understanding and predicting consumer behavior.
科研通智能强力驱动
Strongly Powered by AbleSci AI