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Relations (1)
related 2.58 — strongly supporting 5 facts
Electroencephalography (EEG) is frequently employed as a research methodology to analyze consumer behavior and cognitive responses specifically during the purchase stage, as evidenced by studies conducted by Alvino et al. [1], Hsu and Chen [2], Hakim et al. [3], Wajid et al. [4], and Zhang et al. [5].
Facts (5)
Sources
Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 5 facts
referenceHsu and Chen (2020) utilized EEG and questionnaires to study Dual process theory across pre-purchase, purchase, and post-purchase stages.
referenceZhang et al. (2021) utilized EEG (ERP) and IRT to study the Repetition Effect, Repetition Suppression, and Celebrity Effect across pre-purchase, purchase, and post-purchase stages, with a focus on affective responses.
referenceHakim et al. (2021) utilized EEG, machine learning (ML), and questionnaires to study ML models across pre-purchase and purchase stages.
referenceWajid et al. (2021) utilized EEG and a moment-by-moment picture sort technique scale to study the SOR Model, Dual system Model, and Approach-avoidance Model across pre-purchase, purchase, and post-purchase stages, with a focus on affective responses.
referenceAlvino et al. (2020) utilized EEG and questionnaires to study consumer behavior across pre-purchase, purchase, and post-purchase stages.