IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v10y2023i1d10.1057_s41599-023-01991-6.html
   My bibliography  Save this article

Electroencephalography in consumer behaviour and marketing: a science mapping approach

Author

Listed:
  • Aroa Costa-Feito

    (Universidad de León (University of León))

  • Ana M. González-Fernández

    (Universidad de León (University of León))

  • Carmen Rodríguez-Santos

    (Universidad de León (University of León))

  • Miguel Cervantes-Blanco

    (Universidad de León (University of León))

Abstract

Since its inception, the field of consumer neuroscience and neuromarketing has undergone significant development. The principal objective of this work is to identify current research and to define emerging topics in both consumer neuroscience and neuromarketing using electroencephalography (EEG) since no studies have thus far examined this issue. To this end, a bibliometric analysis was conducted with the Science Mapping Software tool SciMAT. In total, 497 articles published between 2002 and 2022 were examined. The analysis encompassed all research from brain regions, technologies, and marketing which can be applied for a better understanding of consumer behaviour. The main contribution of this work is the comprehensive and objective review of the topic, which highlights the potential interest in applying EEG to emerging technologies (e.g., augmented reality, mixed reality, or virtual reality), tourism marketing communications, healthy food products, consumer willingness-to-pay, service marketing, dynamic stimuli, and consumers’ emotions.

Suggested Citation

  • Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    • Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-01991-6
    DOI: 10.1057/s41599-023-01991-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-023-01991-6
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-023-01991-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. William Quezado de F. Cavalcante & Arnaldo Coelho & Cristela Maia Bairrada, 2021. "Sustainability and Tourism Marketing: A Bibliometric Analysis of Publications between 1997 and 2020 Using VOSviewer Software," Sustainability, MDPI, vol. 13(9), pages 1-21, April.
    2. Lourenção, Marina & de Moura Engracia Giraldi, Janaina & de Oliveira, Jorge Henrique Caldeira, 2020. "Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness," Annals of Tourism Research, Elsevier, vol. 84(C).
    3. Tian Gao & Tian Zhang & Ling Zhu & Yanan Gao & Ling Qiu, 2019. "Exploring Psychophysiological Restoration and Individual Preference in the Different Environments Based on Virtual Reality," IJERPH, MDPI, vol. 16(17), pages 1-14, August.
    4. Raminta Pranckutė, 2021. "Web of Science (WoS) and Scopus: The Titans of Bibliographic Information in Today’s Academic World," Publications, MDPI, vol. 9(1), pages 1-59, March.
    5. M.J. Cobo & A.G. López‐Herrera & E. Herrera‐Viedma & F. Herrera, 2012. "SciMAT: A new science mapping analysis software tool," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 63(8), pages 1609-1630, August.
    6. Wei Liu & Zongshui Wang & Hong Zhao, 2020. "Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 735-757, December.
    7. Pahrudin Pahrudin & Li-Wei Liu & Shao-Yu Li, 2022. "What Is the Role of Tourism Management and Marketing toward Sustainable Tourism? A Bibliometric Analysis Approach," Sustainability, MDPI, vol. 14(7), pages 1-18, April.
    8. Samuel B. Barnett & Moran Cerf, 2017. "A Ticket for Your Thoughts: Method for Predicting Content Recall and Sales Using Neural Similarity of Moviegoers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 160-181.
    9. Zuschke, Nick, 2020. "An analysis of process-tracing research on consumer decision-making," Journal of Business Research, Elsevier, vol. 111(C), pages 305-320.
    10. Cobo, M.J. & López-Herrera, A.G. & Herrera-Viedma, E. & Herrera, F., 2011. "An approach for detecting, quantifying, and visualizing the evolution of a research field: A practical application to the Fuzzy Sets Theory field," Journal of Informetrics, Elsevier, vol. 5(1), pages 146-166.
    11. Caruelle, Delphine & Gustafsson, Anders & Shams, Poja & Lervik-Olsen, Line, 2019. "The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action," Journal of Business Research, Elsevier, vol. 104(C), pages 146-160.
    12. Brent D. Moyle & Char-lee Moyle & Alexandra Bec & Noel Scott, 2019. "The next frontier in tourism emotion research," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(12), pages 1393-1399, July.
    13. Espigares-Jurado, Francisco & Muñoz-Leiva, Francisco & Correia, Marisol B. & Sousa, Carlos M.R. & Ramos, Célia M.Q. & Faísca, Luís, 2020. "Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    14. Smidts, A., 2002. "Kijken in het brein: Over de mogelijkheden van neuromarketing," ERIM Inaugural Address Series Research in Management 308, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    15. E. M. Murgado-Armenteros & M. Gutiérrez-Salcedo & F. J. Torres-Ruiz & M. J. Cobo, 2015. "Analysing the conceptual evolution of qualitative marketing research through science mapping analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 102(1), pages 519-557, January.
    16. Marta Kuc-Czarnecka & Magdalena Olczyk, 2020. "How ethics combine with big data: a bibliometric analysis," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-9, December.
    17. Casado-Aranda, Luis-Alberto & Liébana-Cabanillas, Francisco & Sánchez-Fernández, Juan, 2018. "A Neuropsychological Study on How Consumers Process Risky and Secure E-payments," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 151-164.
    18. Gountas, John & Gountas, Sandra & Ciorciari, Joseph & Sharma, Piyush, 2019. "Looking beyond traditional measures of advertising impact: Using neuroscientific methods to evaluate social marketing messages," Journal of Business Research, Elsevier, vol. 105(C), pages 121-135.
    19. M.J. Cobo & A.G. López-Herrera & E. Herrera-Viedma & F. Herrera, 2012. "SciMAT: A new science mapping analysis software tool," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 63(8), pages 1609-1630, August.
    20. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    21. Ohme, Rafal & Reykowska, Dorota & Wiener, Dawid & Choromanska, Anna, 2010. "Application of frontal EEG asymmetry to advertising research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 785-793, October.
    22. Verhulst, Nanouk & Vermeir, Iris & Slabbinck, Hendrik & Larivière, Bart & Mauri, Maurizio & Russo, Vincenzo, 2020. "A neurophysiological exploration of the dynamic nature of emotions during the customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    23. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.
    24. Mark S. Rosenbaum & Germán Contreras Ramírez & Nancy Matos, 2019. "A neuroscientific perspective of consumer responses to retail greenery," The Service Industries Journal, Taylor & Francis Journals, vol. 39(15-16), pages 1034-1045, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alejandro Bengoa & Amaia Maseda & Txomin Iturralde & Gloria Aparicio, 2021. "A bibliometric review of the technology transfer literature," The Journal of Technology Transfer, Springer, vol. 46(5), pages 1514-1550, October.
    2. Pereira, Vijay & Bamel, Umesh & Temouri, Yama & Budhwar, Pawan & Del Giudice, Manlio, 2023. "Mapping the evolution, current state of affairs and future research direction of managing cross-border knowledge for innovation," International Business Review, Elsevier, vol. 32(2).
    3. Mikel Alayo & Txomin Iturralde & Amaia Maseda & Gloria Aparicio, 2021. "Mapping family firm internationalization research: bibliometric and literature review," Review of Managerial Science, Springer, vol. 15(6), pages 1517-1560, August.
    4. Jiangang Shi & Kaifeng Duan & Guangdong Wu & Hongyun Si & Rui Zhang, 2022. "Sustainability at the community level: A bibliometric journey around a set of sustainability‐related terms," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(1), pages 256-274, February.
    5. Francisco Javier Blanco-Encomienda & Elena Rosillo-Díaz, 2021. "Quantitative evaluation of the production and trends in research applying the structural equation modelling method," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(2), pages 1599-1617, February.
    6. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    7. Lopreite, Milena & Misuraca, Michelangelo & Puliga, Michelangelo, 2023. "An analysis of the thematic evolution of ageing and healthcare expenditure using word embedding: A scoping review of policy implications," Socio-Economic Planning Sciences, Elsevier, vol. 87(PB).
    8. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    9. Gaviria-Marin, Magaly & Merigó, José M. & Baier-Fuentes, Hugo, 2019. "Knowledge management: A global examination based on bibliometric analysis," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 194-220.
    10. Livio Cricelli & Michele Grimaldi & Silvia Vermicelli, 2022. "Crowdsourcing and open innovation: a systematic literature review, an integrated framework and a research agenda," Review of Managerial Science, Springer, vol. 16(5), pages 1269-1310, July.
    11. Zoltán Lakner & Brigitta Plasek & Gyula Kasza & Anna Kiss & Sándor Soós & Ágoston Temesi, 2021. "Towards Understanding the Food Consumer Behavior–Food Safety–Sustainability Triangle: A Bibliometric Approach," Sustainability, MDPI, vol. 13(21), pages 1-23, November.
    12. Santana, Monica & Cobo, Manuel J., 2020. "What is the future of work? A science mapping analysis," European Management Journal, Elsevier, vol. 38(6), pages 846-862.
    13. Ying Huang & Wolfgang Glänzel & Lin Zhang, 2021. "Tracing the development of mapping knowledge domains," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(7), pages 6201-6224, July.
    14. Zamani, Mehdi & Yalcin, Haydar & Naeini, Ali Bonyadi & Zeba, Gordana & Daim, Tugrul U, 2022. "Developing metrics for emerging technologies: identification and assessment," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    15. Turgut Karakose & Ibrahim Kocabas & Ramazan Yirci & Stamatios Papadakis & Tuncay Yavuz Ozdemir & Murat Demirkol, 2022. "The Development and Evolution of Digital Leadership: A Bibliometric Mapping Approach-Based Study," Sustainability, MDPI, vol. 14(23), pages 1-26, December.
    16. A. Velez-Estevez & P. García-Sánchez & J. A. Moral-Munoz & M. J. Cobo, 2022. "Why do papers from international collaborations get more citations? A bibliometric analysis of Library and Information Science papers," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(12), pages 7517-7555, December.
    17. Irena Sajovic & Bojana Boh Podgornik, 2022. "Bibliometric Analysis of Visualizations in Computer Graphics: A Study," SAGE Open, , vol. 12(1), pages 21582440211, January.
    18. Leonardo B. Furstenau & Bruna Rabaioli & Michele Kremer Sott & Danielli Cossul & Mariluza Sott Bender & Eduardo Moreno Júdice De Mattos Farina & Fabiano Novaes Barcellos Filho & Priscilla Paola Severo, 2021. "A Bibliometric Network Analysis of Coronavirus during the First Eight Months of COVID-19 in 2020," IJERPH, MDPI, vol. 18(3), pages 1-24, January.
    19. Eva-María Mora-Valentín & Marta Ortiz-de-Urbina-Criado & Juan-José Nájera-Sánchez, 2018. "Mapping the conceptual structure of science and technology parks," The Journal of Technology Transfer, Springer, vol. 43(5), pages 1410-1435, October.
    20. Andrés Nova-Reyes & Francisco Muñoz-Leiva & Teodoro Luque-Martínez, 2020. "The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis," Sustainability, MDPI, vol. 12(8), pages 1-23, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-01991-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.