Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior

Neuro-Insights in Marketing Research: A PRISMA-Based Analysis of EEG Studies on Consumer Behavior

This study presents a comprehensive bibliometric and systematic analysis of electroencephalography (EEG) studies in consumer behavior within marketing research while exploring its academic and practical implications. Following the PRISMA protocol, a rigorous examination of 53 articles from the Web o...

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Bibliographic Details
Main Authors: Junhai Wang, Ahmed H. Alsharif, Norzalita Abd Aziz, Ahmad Khraiwish, Nor Zafir Md Salleh
Format: Article
Language:English
Published: SAGE Publishing 2024-12-01
Series:SAGE Open
Online Access:https://doi.org/10.1177/21582440241305365
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