Unlocking Consumer Insights: A Comprehensive Analysis of EEG Applications in Neuro Marketing Research

In the ten years there has been an increase, in using neurophysiological and physiological tools to understand how consumers react to advertising. However there is a lack of in depth research on the brain processes involved in these reactions such as emotions, motivation, reward, attention, perception and memory. To address this gap this study followed the Preferred Reporting Items for Systematic Reviews and Meta Analyses (PRISMA) guidelines to find research papers. Electroencephalography (EEG) was found to be a tool among researchers due to its cost effectiveness and temporal resolution. The primary aim was to assess patterns in EEG research concerning neuromarketing by analysing freely available articles sourced from the Scopus database spanning from 2016 to 2023. It was observed that Spain and the United States were leading countries in this field while Frontiers in Psychology and Springer Proceedings in Business and Economics were journals despite publication numbers not always correlating with citation counts. This study offers an overview of EEG research in marketing highlighting the role of brain processes, in various advertising campaigns including commercial endeavors, social projects and public health initiatives. This contributes towards understanding consumer behavior and improving advertising strategies across scenarios.