@misc{10481/106593,
year = {2025},
month = {7},
url = {https://hdl.handle.net/10481/106593},
abstract = {Consumer neuroscience is gaining attention in the marketing field. The growing interest calls for a framework integrating neuroscience
in marketing. This paper aims to serve as a practical guide for conducting consumer research using neurophysiological tools. The paper
is organized into three main sections. The first section presents a framework for categorizing types of consumer neuroscience research
based on four primary research objectives. The following section describes the use of neurophysiological tools in marketing and
addresses their roots in their mother disciplines. Specifically, we address electrocardiography, galvanic skin conductance, eye‐tracking,
electroencephalography, functional magnetic resonance imaging, and functional near‐infrared spectroscopy. Additionally, we refer to
emerging measurements from hormones and genes. Likewise, this section highlights the most influential papers, equipment facilities,
and software on each tool to support researchers who need to become more familiar with any of those techniques. Third, this paper
introduces an integrative framework for consumer neuroscience research in marketing, covering research aims, types of stimuli,
changes in organisms, and consumer response processes. In addition to core neuroscience citations, the paper incorporates specific
marketing‐relevant consumer neuroscience papers to guide research in the marketing field.},
organization = {Spanish Ministry of Science, Innovation and Universities (Research grant: PID2023‐153112OB‐I00)},
publisher = {Wiley Periodicals LLC},
keywords = {Consumer neuroscience},
keywords = {EEG},
keywords = {Eye-tracking},
title = {How to Conduct Valuable Marketing Research With Neurophysiological Tools},
doi = {10.1002/mar.70002},
author = {Bigne, Enrique and Boksem, Maarten and Casado-Aranda, Luis Alberto and García-Madariaga, Jesús and Gier‐Reinartz, Nadine R. and Guerreiro, João and Loureiro, Sandra and Kakaria, Shobhit and Smidts, Ale and Wedel, Michel},
}