Abstract
The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experience, pricing, product development and product experience. Finally, we identify two ready-to-use platforms, namely iMotions and GRAIL that can help in integrating the measurements of different consumer neuroscience tools simultaneously. Measuring brain activity and physiological responses on a common platform could help by (1) reducing time and costs for experiments and (2) linking cognitive and emotional aspects with neuronal processes. Overall, this article provides relevant input in setting directions for future research and for business applications in consumer neuroscience. We hope that this study will provide help to researchers and practitioners in identifying available, non-invasive and useful tools to study consumer behavior.
Highlights
Concepts, methodologies and tools in marketing have remained unchanged for a relatively long period
We have considered academic articles indexed by Scopus published between 2004 and 2019, as the first “neuromarketing” article was published in 2004 (Brammer, 2004)
The results showed a difference in the brain activity of High MA consumers compared to Low MA consumers during buying decisions
Summary
Methodologies and tools in marketing have remained unchanged for a relatively long period. Changing market structures (e.g., offline to online, globalization, hyper-competitive environment, increasing demand) demand new marketing methodologies and tools that are able to adapt to this new situation (Hackley, 2009; Armstrong et al, 2018). Academics and practitioners have investigated how marketing research could benefit from the integration of methods and tools from other disciplines. In the early 2000s, a novel approach for studying. This new approach is known as Consumer Neuroscience (a.k.a. Neuromarketing) and lies at the intersection of three disciplines: marketing, psychology, and neuroscience (Plassmann et al, 2012)
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