Khondakar Md Fazlul Karim, Sarowar Md Hasib, Chowdhury Mehdi Hasan, Majumder Sumit, Hossain Md Azad, Dewan M Ali Akber, Hossain Quazi Delwar
Department of Biomedical Engineering, Chittagong University of Engineering & Technology, Chittagong, Bangladesh.
Department of Electrical & Electronic Engineering, Chittagong University of Engineering & Technology, Chittagong, Bangladesh.
Brain Inform. 2024 Jun 5;11(1):17. doi: 10.1186/s40708-024-00229-8.
Neuromarketing is an emerging research field that aims to understand consumers' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.
神经营销学是一个新兴的研究领域，旨在了解消费者在选择购买何种产品时的决策过程。希望通过了解哪些因素给消费者留下正面或负面印象来改进营销策略的企业对这类信息有着极高的需求。它有可能彻底改变营销行业，使公司能够提供引人入胜的体验、制作更有效的广告、避免错误的营销策略，并最终为企业节省数百万美元。因此，有必要进行良好的文献记录，以把握这个重要领域的当前研究状况。在本文中，我们对基于脑电图的神经营销学进行了系统综述。我们旨在阐明该领域的研究趋势、技术范围和潜在机会。我们查阅了来自有效数据库的近期出版物，并将神经营销学中热门的研究主题分为五个类别，以呈现该领域的当前研究趋势。我们还讨论了在做出购买决策时被激活的脑区及其与神经营销学应用的相关性。本文提供了能从消费者头脑中引发真实印象的营销刺激的恰当示例，并介绍了用于处理和分析记录的脑数据的技术，以及当前用于解读数据的策略。最后，我们为未来的研究人员提供建议，帮助他们在未来更高效地探索该领域的可能性。
