Title: Neurofeedbacks on brands in the context of neuroscience applied to consumption: mapping the state-of-the-art and research agenda

Authors: Natália Munari Pagan; Karina 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 the research was to carry out a literature review of neurofeedbacks research in brands in neuromarketing. Using the content analysis technique, it was possible to group neuromarketing research on brands into four main categories: 1) brand preferences; 2) brand extension; 3) strong brands and weak brands; 4) other brand studies. Among all the neurofeedback tools currently available, only EEG and fMRI tools are used in the studies found. The EEG and fMRI tools are very effective and very relevant in understanding the role of the brand in the consumer's mind. Both tools allow a better understanding of the role of brands, as they allow the evaluation, measurement, and detection of electrical pulses exchanged between neurons (in the case of EEG), and the magnetic field of the brain (in the case of fMRI).

Keywords: neuromarketing; neurofeedbacks tools; brand; neurons; brain; electroencephalography; EEG; consumer behaviour; preferences; cognitive response; affective response; mental response; electrical pulses; fRMI; decision-making.

DOI: 10.1504/IJBFMI.2024.139357

International Journal of Business Forecasting and Marketing Intelligence, 2024 Vol.9 No.3, pp.271 - 299

Received: 20 Mar 2023
Accepted: 26 Mar 2023
Published online: 01 Jul 2024 *

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