دانلود رایگان مقاله انگلیسی به کارگیری EEG در دانش عصب شناسی مصرف کننده - امرالد 2017

Abstract

Purpose – This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience. Design/methodology/approach – In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting eventrelated potential (ERP) studies. Further, a framework proposed by Plassmann et al. (2015) was used to discuss the applications of EEG in marketing research from papers reviewed. Findings – This paper successfully used Plassmann et al.’s (2015) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods. Research limitations/implications – A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature. Practical implications – The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry. Originality/value – The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

Summary and conclusion

In their paper, Plassmann et al. (2015) proposed five marketing applications of neuroscience methods. In this paper, we present a review of past and current marketing research that use an EEG approach to study consumer behavior, and further demonstrate that these five applications are indeed realistic and generalizable to EEG-based research. The studies highlighted demonstrate that consumer neuroscience, and EEG in particular, cannot only be used to study an array of cognitive processes that are relevant to consumer research, but also, when used appropriately, can have an advantage over traditional methods.

First, the temporal precision of EEG allows researchers to capture acute responses to common marketing topics related to advertising, pricing, branding and product introductions. Additionally, EEG’s relatively low cost in setting up the equipment and acquiring data should attract widespread use, not only by practitioners but also by academics. Therefore, to foster wider application of the EEG approach and ERP method in consumer research, our paper provides an introduction to EEG terminology and technology for researchers that either have an interest in conducting studies using this method, or simply wish to better understand papers that do undertake an EEG approach.

However, it is worth noting that, like fMRI studies and other neuroscience methods, EEG results should be interpreted with care. Just as each brain region is not appointed to only one cognitive or behavioral function, brain waves and ERP components are not meant to be simple indexes to explain cognitive or behavioral outcomes. In other words, deductive reasoning should be used with caution. Interpretation of the results should take into consideration the complexity of the experimental design, including the nature of the stimuli, the paradigm used and other method-induced variances.