This literature review surveys research papers that focused on the use of Electroencephalography (EEG) to study the impact of different factors in consumer behavior. The primary aim of this review is to determine which factors that affect consumer’s behavior have already been evaluated in the existing literature and which remain unexplored. 118 papers are included in this survey. In order that the papers were analyzed in this review, a well-established neuromarketing experiment should have been performed indicating the methods of signals’ acquisition, processing and analysis. The novelty of this work is that it considers and classifies not only research articles that studied a factor that influences consumers’ choices, but also those that studied consumers’ decisions as a result of the interactions that take place among the received marketing messages and the individual’s internal or external environment. Findings indicated that the current approaches have mostly evaluated the effects of the promotional campaigns and product features to consumer’s behavior. Also, it was shown that the effect of the interactions among different aspects that influence consumer behavior has not yet adequately been studied.

中文翻译：

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使用脑电图调查消费者行为影响因素的综述

本文献综述调查了重点关注使用脑电图 (EEG) 研究不同因素对消费者行为影响的研究论文。本次综述的主要目的是确定哪些影响消费者行为的因素已经在现有文献中进行了评估，哪些因素尚未探索。本次调查共收录 118 篇论文。为了在这篇综述中对论文进行分析，应该进行一项完善的神经营销实验，以表明信号获取、处理和分析的方法。这项工作的新颖之处在于，它不仅考虑和分类了研究影响消费者选择的因素的研究文章，而且还考虑了那些研究消费者因接收到的营销信息与个人的相互作用而做出的决定的文章。内部或外部环境。调查结果表明，当前的方法主要评估促销活动和产品功能对消费者行为的影响。此外，研究还表明，影响消费者行为的不同方面之间的相互作用的影响尚未得到充分研究。