PDF(Pubmed)
Abstract：
Neuromarketing is an emerging research field that aims to understand consumers\' decision-making processes when choosing which product to buy. This information is highly sought after by businesses looking to improve their marketing strategies by understanding what leaves a positive or negative impression on consumers. It has the potential to revolutionize the marketing industry by enabling companies to offer engaging experiences, create more effective advertisements, avoid the wrong marketing strategies, and ultimately save millions of dollars for businesses. Therefore, good documentation is necessary to capture the current research situation in this vital sector. In this article, we present a systematic review of EEG-based Neuromarketing. We aim to shed light on the research trends, technical scopes, and potential opportunities in this field. We reviewed recent publications from valid databases and divided the popular research topics in Neuromarketing into five clusters to present the current research trend in this field. We also discuss the brain regions that are activated when making purchase decisions and their relevance to Neuromarketing applications. The article provides appropriate illustrations of marketing stimuli that can elicit authentic impressions from consumers\' minds, the techniques used to process and analyze recorded brain data, and the current strategies employed to interpret the data. Finally, we offer recommendations to upcoming researchers to help them investigate the possibilities in this area more efficiently in the future.
摘要：
神经营销是一个新兴的研究领域，旨在了解消费者在选择购买哪种产品时的决策过程。这些信息受到希望通过了解给消费者留下积极或消极印象来改善其营销策略的企业的高度追捧。它有可能通过使公司能够提供引人入胜的体验来彻底改变营销行业，创造更有效的广告，避免错误的营销策略，并最终为企业节省数百万美元。因此,良好的文献是必要的，以捕捉当前的研究状况在这个重要的部门。在这篇文章中,我们对基于脑电图的神经营销进行了系统综述。我们的目标是阐明研究趋势，技术范围,以及这个领域的潜在机会。我们回顾了来自有效数据库的最新出版物，并将神经营销中的热门研究课题分为五个集群，以介绍该领域的当前研究趋势。我们还讨论了在做出购买决策时被激活的大脑区域及其与神经营销应用的相关性。这篇文章提供了适当的营销刺激插图，可以引起消费者的真实印象，用于处理和分析记录的大脑数据的技术，以及当前用于解释数据的策略。最后,我们为即将到来的研究人员提供建议，以帮助他们将来更有效地研究该领域的可能性。
