Bazzani Andrea, Ravaioli Silvio, Trieste Leopoldo, Faraguna Ugo, Turchetti Giuseppe
Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy.
Department of Economics, Columbia University, New York, NY, United States.
Front Neurosci. 2020 Dec 21;14:594566. doi: 10.3389/fnins.2020.594566. eCollection 2020.
In the past decade, marketing studies have greatly benefited from the adoption of neuroscience techniques to explore conscious and unconscious drivers of consumer behavior. Electroencephalography (EEG) is one of the most frequently applied neuroscientific techniques for marketing studies, thanks to its low cost and high temporal resolution. We present an overview of EEG applications in consumer neuroscience. The aim of this review is to facilitate future research and to highlight reliable approaches for deriving research and managerial implications. We conducted a systematic review by querying five databases for the titles of articles published up to June 2020 with the terms [EEG] AND [neuromarketing] OR [consumer neuroscience]. We screened 264 abstracts and analyzed 113 articles, classified based on research topics (e.g., product characteristics, pricing, advertising attention and memorization, rational, and emotional messages) and characteristics of the experimental design (tasks, stimuli, participants, additional techniques). This review highlights the main applications of EEG to consumer neuroscience research and suggests several ways EEG technique can complement traditional experimental paradigms. Further research areas, including consumer profiling and social consumer neuroscience, have not been sufficiently explored yet and would benefit from EEG techniques to address unanswered questions.
在过去十年中，营销研究从采用神经科学技术来探索消费者行为的有意识和无意识驱动因素中受益匪浅。脑电图（EEG）是营销研究中最常应用的神经科学技术之一，这得益于其低成本和高时间分辨率。我们概述了脑电图在消费者神经科学中的应用。这篇综述的目的是促进未来的研究，并突出得出研究和管理启示的可靠方法。我们通过在五个数据库中查询截至2020年6月发表的文章标题，搜索词为[脑电图] AND [神经营销] 或 [消费者神经科学]，进行了一项系统综述。我们筛选了264篇摘要，并分析了113篇文章，这些文章根据研究主题（如产品特征、定价、广告关注度和记忆、理性和情感信息）以及实验设计的特征（任务、刺激、参与者、其他技术）进行分类。这篇综述突出了脑电图在消费者神经科学研究中的主要应用，并提出了脑电图技术可以补充传统实验范式的几种方式。包括消费者画像和社会消费者神经科学在内的进一步研究领域尚未得到充分探索，而脑电图技术将有助于解决未回答的问题。
