Biometric tools in neuromarketing research: A Systematic Literature Review

Dongye Lyu; Luis Mañas-Viniegra; Ana Isabel  Veloso; Sheila Liberal Ormaechea

doi:10.65598/rps.6161

Autores/as

Dongye Lyu The Hong Kong University of Science and Technology, Guangzhou Campus
Luis Mañas-Viniegra Faculty of Information Sciences, Complutense University of Madrid, Madrid, Spain;
Ana Isabel Veloso Universidade de Aveiro
Sheila Liberal Ormaechea Universidad Francisco de Vitoria https://orcid.org/0000-0003-0449-3204

DOI:

https://doi.org/10.65598/rps.6161

Palabras clave:

Biometric, Systematic Literature Review, Neuromarketing, Consumer Neuroscience, Sensorial Marketing

Resumen

The application of neuroscience investigation to the social sciences, especially in the areas of marketing, has led to an interdisciplinary fusion known as neuromarketing, or consumer neuroscience. Marketing researchers use biometric tools to identify unconscious activity that possibly occurs in response to stimuli and before the formation of consumer attitudes and effective behaviour. In recent years, the use of biometric neuromarketing tools such as eye-tracking (ET) and galvanic skin response (GSR) have been increasing due to the fact that they are economical, portable, and non-intrusive. Based on the SPAR-4-SLR protocol, the present study manages to give a systematic review of the biometric tools in consumer neuroscience research. The results suggest that the amount of published research addressing biometric tools, especially the fusion use of ET and GSR is increasing. Design, advertising effectiveness, and social media are the three fields most closely related to this research model.

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