Academic Journal
A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques
| Title: | A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques |
|---|---|
| Authors: | Md. Fazlul Karim Khondakar, Md. Hasib Sarowar, Mehdi Hasan Chowdhury, Sumit Majumder, Md. Azad Hossain, M. Ali Akber Dewan, Quazi Delwar Hossain |
| Source: | Brain Inform Brain Informatics, Vol 11, Iss 1, Pp 1-25 (2024) |
| Publisher Information: | Springer Science and Business Media LLC, 2024. |
| Publication Year: | 2024 |
| Subject Terms: | Feature, FOS: Political science, Review, 7. Clean energy, Data science, 0302 clinical medicine, Business, Computer software, Neuromarketing, Political science, Product (mathematics), Marketing, 05 social sciences, 1. No poverty, Life Sciences, Neural Mechanisms of Cognitive Control and Decision Making, Sensory Systems, Programming language, 8. Economic growth, Relevance (law), Cognitive Neuroscience, Computer applications to medicine. Medical informatics, Neuroscience of Mind Wandering and Attention Lapses, R858-859.7, Geometry, FOS: Law, Documentation, Pre-processing, 12. Responsible consumption, FOS: Economics and business, QA76.75-76.765, 03 medical and health sciences, Field (mathematics), Olfactory Dysfunction in Health and Disease, FOS: Mathematics, 0501 psychology and cognitive sciences, Electroencephalography (EEG), Brain-computer interface (BCI), 9. Industry and infrastructure, Pure mathematics, Marketing research, Computer science, Neuroimaging Studies, Process (computing), Operating system, Research trend, Law, Mathematics, Neuroscience, Decision-making |
| Description: | 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. |
| Document Type: | Article Other literature type |
| Language: | English |
| ISSN: | 2198-4026 2198-4018 |
| DOI: | 10.1186/s40708-024-00229-8 |
| DOI: | 10.60692/rw83d-4ex33 |
| DOI: | 10.60692/y9gn3-2r068 |
| Access URL: | https://pubmed.ncbi.nlm.nih.gov/38837089 https://doaj.org/article/01965571a68e4231a2f214fbc7a24d5f |
| Rights: | CC BY |
| Accession Number: | edsair.doi.dedup.....0692b942be661f910e7a0376dd67e9a7 |
| Database: | OpenAIRE |
| ISSN: | 21984026 21984018 |
|---|---|
| DOI: | 10.1186/s40708-024-00229-8 |