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Título
Electroencephalography in consumer behaviour and marketing: a science mapping approach
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Humanities and Social Sciences Communications
Número de la revista
1
Cita Bibliográfica
Costa-Feito, A., González-Fernández, A. M., Rodríguez-Santos, C., y Cervantes-Blanco, M. (2023). Electroencephalography in consumer behaviour and marketing: a science mapping approach. Humanities and Social Sciences Communications, 10(1). https://doi.org/10.1057/S41599-023-01991-6
Editorial
Springer Nature
Fecha
2023
Resumen
[EN] 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-topay,
service marketing, dynamic stimuli, and consumers’ emotions.
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