A theoretical study on the ways of analysing electroencephalography in marketing research. (7th November 2021)

• Record Type: Journal Article
• Authors: Pagan, Karina Munari; Pagan, Natália Munari; Giraldi, Janaina De Moura Engracia; Oliveira, Jorge Henrique Caldeira De
• Is Part Of: International journal of data science. Volume 6:Number 2(2021)
• Page Start: 109
• Page End: 128
• Publication Date: 2021-11-07
• Subjects: marketing -- neuromarketing -- electroencephalography -- methods of analysis -- neurofeedback -- ERP -- Event-related potentials -- time-frequency analysis -- frontal asymmetry; Big data -- Periodicals; Data mining -- Periodicals; Information storage and retrieval systems -- Periodicals; Decision making -- Data processing -- Periodicals; 005.7
• Languages: English
• ISSNs: 2053-0811

Abstract

The objective of this paper is to identify the existing forms of electroencephalographic analysis that have been used in marketing research and to see how they can be used in future marketing research. An exploratory research was carried out on papers that used the electroencephalography (EEG) tool for research in the marketing area. The search period was between 2007 and 2017. Three types of EEG analysis were found for research in the marketing area: ERP, time-frequency analysis and frontal asymmetry. Each one of these analyses was used to identify an element of the marketing mix. This study can help future academics and neuromarketing practitioners to identify the appropriate technique to analyse the data and to attain the research objectives.