Title: A theoretical study on the ways of analysing electroencephalography in marketing research

Authors: Karina Munari Pagan; Natália Munari Pagan; Janaina De Moura Engracia Giraldi; Jorge Henrique Caldeira De Oliveira

Addresses: School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil ' School of Economics, Business Administration and Accounting of Ribeirão Preto, University of São Paulo Av. Bandeirantes 3900, Ribeirão Preto, São Paulo, Brazil

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.

Keywords: marketing; neuromarketing; electroencephalography; methods of analysis; neurofeedback; ERP; Event-related potentials; time-frequency analysis; frontal asymmetry.

DOI: 10.1504/IJDS.2021.118944

International Journal of Data Science, 2021 Vol.6 No.2, pp.109 - 128

Received: 03 May 2020
Accepted: 13 Jun 2021
Published online: 12 Nov 2021 *

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