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Electroencephalography (EEG) and questionnaires are frequently used together as complementary research methods in neuromarketing studies to analyze consumer behavior, psychological theories, and communication strategies, as evidenced by multiple research collaborations such as [1], [2], [3], [4], and [5].
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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 15 facts
referenceHsu and Chen (2020) utilized EEG and questionnaires to study Dual process theory across pre-purchase, purchase, and post-purchase stages.
referenceZhao (2022) applied Service Dominant Logic (SDL) in a study using EEG, IRT, and questionnaires.
referenceXu et al. (2023) applied brand personality theory in a study using EEG, GSR, and questionnaires.
referenceHakim et al. (2021) utilized EEG, machine learning (ML), and questionnaires to study ML models across pre-purchase and purchase stages.
referenceDavidson's influential approach-withdrawal motivation model was utilized in a 2022 study employing HR, GSR, EEG, and questionnaires to analyze neuromarketing perspectives.
referenceSavelli et al. (2022) utilized implicit priming tests, eye-tracking, electroencephalography (EEG), questionnaires, and focus groups to study communication strategies for the food and tourism industry.
referenceCirović et al. (2024) utilized Aristotelian persuasion theory in a study combining EEG, eye-tracking (ET), and questionnaires.
referenceSavelli et al. (2022) applied signaling theory in a study using implicit priming tests, eye-tracking, EEG, questionnaires, and focus groups.
referenceGorin et al. (2022) utilized semantic theory in a study using EEG and questionnaires.
referenceKakaria et al. (2023b) applied SOR Theory in a study using EEG, VR, and questionnaires.
referenceRecent neuromarketing research includes studies by Tan and Lee (2024) using fMRI and questionnaires; Ülker et al. (2025) using GSR, PPG, and questionnaires; Xu and Liu (2024) using EEG; Zhang et al. (2024) using fMRI and questionnaires to study consumer wellbeing; Adalarasu et al. (2025) using EEG and questionnaires to study emotional intelligence; Khubchandani and Raman (2025) using eye-tracking (ET) and questionnaires to study SOR Theory; Lopez-Navarro et al. (2025) using EEG, EDA, and questionnaires to study perception; Marques et al. (2025) using EDA and FEA to study the Elaboration Likelihood Model (ELM); Šola et al. (2025) using eye-tracking (ET) to study the Technology Acceptance Model (TAM); and Yu et al. (2025) using fNIRS to study anthropomorphism and pro-social behavior.
referenceAlvino et al. (2020) utilized EEG and questionnaires to study consumer behavior across pre-purchase, purchase, and post-purchase stages.
referenceKakaria et al. (2023b) utilized electroencephalography (EEG), virtual reality (VR), and questionnaires to study virtual reality applications.
referenceIzadi et al. (2022) applied SOR Theory in a study using EEG, questionnaires, and focus group discussions (FGDs).
referenceHerrando et al. (2022) applied emotion contagion and the theory of arousal in a study using GSR, EEG, and questionnaires.