Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior.

This study presents a comprehensive bibliometric and systematic analysis of electroencephalography (EEG) studies in consumer behavior within marketing research while exploring its academic and practical implications. Following the PRISMA protocol, a rigorous examination of 53 articles from the Web of Science database (WoS) was conducted. The analysis highlights that EEG has predominantly investigated consumer behavior across various marketing stimuli, including products, advertising, pricing, and branding. Notably, advertising emerged as the primary focus, encompassing 49% of the analyzed articles (26). The USA emerged as the leading country in neuromarketing, with a notable contribution from the University of California System. Frontiers in Neuroscience emerged as the most prolific journal. EEG in marketing research enables scholars to bypass verbal biases and gain profound insights into consumers' responses, significantly contributing to over 90% of their reactions toward marketing stimuli. This study provides valuable insights into the diverse applications of EEG in marketing research, with potential avenues for further investigation in areas such as consumer personality and social consumer neuroscience, which remain relatively underexplored. Plain language summary: Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior This study presents a comprehensive bibliometric and systematic analysis of electroencephalography (EEG) implementation in consumer studies toward marketing stimuli. This study has been designed to provide a bibliometric and systematic analysis of electroencephalography (EEG) studies in consumer behavior toward advertising, product, price, and brand. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select and analyze articles. In this study, 53 articles were extracted and analyzed from the Web of Science (WoS) database. The findings highlight that EEG has been predominantly utilized to investigate consumer behavior across various marketing stimuli, including advertising (e.g., spokesperson, online and offline ads), product (e.g., E-commerce of product,..., etc.), Price (e.g., price perception,..., etc.), brand (extension, disclosure,..., etc.). Notably, advertising emerged as the primary focus, encompassing 49% of the analyzed articles (26 articles). The USA emerged as the leading country in the field of neuromarketing, with a notable contribution from the University of California System. Frontiers in Neuroscience was the prominent journal in neuromarketing and EEG research. This study provides valuable insights into the diverse applications of EEG in marketing research, with potential avenues for further investigation in areas such as consumer personality and social consumer neuroscience, which remain relatively underexplored in the context of EEG implementation. The application of EEG in marketing research can help scholars to avoid verbal biases and gain valuable insights into consumers' behavior to marketing stimuli. Therefore, the use of EEG equipment provides a more accurate and in-depth understanding of consumer behavior, leading to better marketing strategies and decisions. [ABSTRACT FROM AUTHOR]