Electroencephalography in consumer behaviour and marketing: a science mapping approach

Abstract

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.