Abordagens metodológicas sobre o processo decisório à luz da neurociência do consumidor: uma revisão sistemática

Abstract

The literature highlights the relevance of using neuroscience equipment in predicting consumer behavior, as it enables the measurement of reactions and physiological signals to study preferences, as well as motivations that influence decision-making through the study of the human unconscious. In this review article, the objective was to systematically analyze the findings about the segments and the use of equipment in studies to understand consumer behavior based on physiological reactions. For this purpose, systematic searches were carried out in 5 databases, following the guidelines of the Preferred Reporting Items for Systematic Review and Meta-analyses (Prisma) protocol, considering the last ten years. After identification and screening, 129 studies were included in the review (out of a total of n = 11,510). In summary, the results revealed that the main equipment was the Electroencephalogram (43.41%), Functional Magnetic Resonance Imaging (28.68%), and Eye tracking (20.93%). It is important to highlight that a few significant samples (3.87%) used more than one piece of equipment to achieve their goals. As for the market segment addressed, retail (34.10%), advertising (29.45%), and electronic commerce (20.93%) stand out. It is noteworthy that, in addition to the aforementioned statistical notes, this study detailed in its discussion the main findings of the selected articles. Thus, this work sheds light on methodological paths and trends in consumer neuromarketing/neuroscience studies.