Proposal for modeling the experimental process for Neuromarketing research using the electroencephalography tool

• DOI: 10.5585/remark.v23i1.20018
• Publication Date: 2024-02-08T16:17:02Z
• Authors: Natália Munari Pagan; Karina Munari Pagan; Janaina de Moura ...; Jorge Henrique Ca...
• Keywords: Neuromarketing; Relevance

Purpose of the study: To propose a model experimental process for Neuromarketing research using electroencephalography (EEG). Methodology: The was elaborated from methodological description 30 articles found on EEG tool in Web Science and Scopus databases. It validated by two specialists field who have great knowledge use this tool. Results: exposes activities that are carried out with EEG, such as definition problem, objective, choice classification variables, sampling plan, selection participants, elaboration project to be submitted Ethics Committee, preparation consent form, explanation study objectives, clinical examination, interview, data processing, analysis, statistical conclusion, among others. Theoretical-methodological contributions: main contribution is possibility proposed being used researchers companies neuroscience (EEG), since it allows knowing how is, which necessary order they occur, helping them program understand each activity. Relevance/originality: There no literature when searching databases Science, Scopus, Google Scholar modeling uses tool, so single.