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Neurofeedbacks on brands in the context of neuroscience applied to consumption: mapping the state-of-the-art and research agenda

Author

Listed:
  • Natália Munari Pagan
  • Karina Munari Pagan
  • Janaina de Moura Engracia Giraldi
  • Jorge Henrique Caldeira de Oliveira

Abstract

The objective of the research was to carry out a literature review of neurofeedbacks research in brands in neuromarketing. Using the content analysis technique, it was possible to group neuromarketing research on brands into four main categories: 1) brand preferences; 2) brand extension; 3) strong brands and weak brands; 4) other brand studies. Among all the neurofeedback tools currently available, only EEG and fMRI tools are used in the studies found. The EEG and fMRI tools are very effective and very relevant in understanding the role of the brand in the consumer's mind. Both tools allow a better understanding of the role of brands, as they allow the evaluation, measurement, and detection of electrical pulses exchanged between neurons (in the case of EEG), and the magnetic field of the brain (in the case of fMRI).

Suggested Citation

  • Natália Munari Pagan & Karina Munari Pagan & Janaina de Moura Engracia Giraldi & Jorge Henrique Caldeira de Oliveira, 2024. "Neurofeedbacks on brands in the context of neuroscience applied to consumption: mapping the state-of-the-art and research agenda," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 9(3), pages 271-299.
    • Handle: RePEc:ids:ijbfmi:v:9:y:2024:i:3:p:271-299
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