A practical review of electroencephalography’s value to consumer research

Aaron N. McInnes, Billy Sung, and Reyhane Hooshmand

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.

Introduction

With the rapid growth and increasing accessibility of techniques used in neuroscience, the field of neuromarketing has emerged in efforts to offer a competitive advantage in marketing (Cherubino et al., 2019; Fortunato et al., 2014). Neuromarketing–the application of neuroscience techniques in marketing–aims to understand the biological basis of consumer behavior under the assumption that physiological responses to marketing stimuli can reveal conscious and unconscious cognitive, emotional, and perceptual responses which will drive consumer preferences and consumption decisions (Javor et al., 2013). Therefore, direct measurement of the brain response to marketing stimuli has emerged to predict and potentially influence consumer...

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