脑电图在消费者研究中的实用价值综述

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-07-08 DOI:10.1177/14707853221112622
Aaron N. McInnes, B. Sung, Reyhaneh Hooshmand
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引用次数: 4

摘要

脑电图(EEG)提供了消费者对营销刺激的神经反应的见解,可用于评估此类刺激在现实世界环境中引导有利消费者行为的有效性。这篇实用综述为在消费者和市场研究中使用脑电图提供了指导。它为脑电在未来如何有效地应用于神经营销提供了建议。EEG需要仔细的实验设计,因此,我们概述了当前关于EEG诱发电位(即事件相关电位;ERP)和频谱内容(即EEG频率)的收集、处理、分析和解释的建议。通过提供营销和消费者研究中脑电图测量的介绍性概述,本实用综述扩展了以前主要关注其他神经成像技术(如功能磁共振成像)和其他学科(如经济学和组织行为学)的文献。此外,通过回顾脑电图在整个心理生理学和神经营销研究中的使用情况,我们就如何使用脑电图来衡量营销相关结果提出了建议。这些过程包括与感知、注意力、记忆、情绪和认知负荷有关的过程,证明了考虑脑电图捕捉的神经反应在理解和预测消费者行为方面的独特价值。
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A practical review of electroencephalography’s value to consumer research
Electroencephalography (EEG) offers insights into the neural responses of consumers to marketing stimuli which can be used to evaluate the effectiveness of such stimuli in directing favorable consumer behavior in real-world settings. This practical review provides guidelines for using EEG in consumer and marketing research. It provides recommendations for how EEG may effectively be employed in neuromarketing in the future. EEG requires careful experimental design, and as such, we outline current recommendations for the collection, processing, analysis, and interpretation of EEG evoked potentials (i.e., event related potentials; ERP) and spectral content (i.e., EEG frequency). By providing an introductory overview of EEG measures in marketing and consumer research, this practical review extends previous literature that is primarily focused on other neuroimaging techniques (e.g., functional magnetic resonance imaging) and other disciplines (e.g., economics and organizational behaviour). Furthermore, by reviewing how EEG has been used throughout psychophysiological and neuromarketing research, we provide recommendations on how EEG can be used to measure marketing-related outcomes. These include processes relating to perception, attention, memory, emotion, and cognitive load, demonstrating the unique value of considering the neural responses captured by EEG in understanding and predicting consumer behavior.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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