Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior

Abstract

This study presents a comprehensive bibliometric and systematic analysis of electroencephalography (EEG) studies in consumer behavior within marketing research while exploring its academic and practical implications. Following the PRISMA protocol, a rigorous examination of 53 articles from the Web of Science database (WoS) was conducted. The analysis highlights that EEG has predominantly investigated consumer behavior across various marketing stimuli, including products, advertising, pricing, and branding. Notably, advertising emerged as the primary focus, encompassing 49% of the analyzed articles (26). The USA emerged as the leading country in neuromarketing, with a notable contribution from the University of California System. Frontiers in Neuroscience emerged as the most prolific journal. EEG in marketing research enables scholars to bypass verbal biases and gain profound insights into consumers’ responses, significantly contributing to over 90% of their reactions toward marketing stimuli. This study provides valuable insights into the diverse applications of EEG in marketing research, with potential avenues for further investigation in areas such as consumer personality and social consumer neuroscience, which remain relatively underexplored.