Robustness of electroencephalography in marketing research

A meta-analysis

Autores

DOI:

https://doi.org/10.12712/rpca.v.202.71055

Resumo

This study assesses whether EEG findings in consumer research provide sufficiently consistent cumulative evidence to inform marketing research and decision-making. Using a PRISMA-guided meta-analysis of 18 experimental studies, we estimated the overall effect of EEG markers and examined heterogeneity, moderators, and publication bias under a random-effects model. Results indicate a positive and significant overall effect (d = 0.63), with moderate heterogeneity and stable estimates after sensitivity analyses. The findings suggest that EEG offers complementary value to marketing research by capturing implicit cognitive and affective responses, particularly in pretests involving advertising, brands, products, and price cues.

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Biografia do Autor

  • Pabllo Ferreira, Universidade Federal do Rio Grande do Norte

    Master's degree in Business Administration from the Federal University of Rio Grande do Norte (UFRN) (2025). Postgraduate degree in Neuroscience Applied to Business (UFRN) (2024). Bachelor's degree in Business Administration from UFRN (2023).

  • Marcelo Henrique Neves Pereira, Seridó Faculty of Engineering, Letters, and Social Sciences (FELCS - UFRN)

    Coordinator of the Postgraduate Program in Neuroscience Applied to Business (UFRN-FELCS); Adjunct Professor (UFRN-FELCS); Head of the Seridó Neuromarketing Laboratory; PhD in Social Sciences in the area of Politics, Development, and Society (UFRN). Bachelor's and Master's Degree in Business Administration (UFRN)

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Publicado

2026-10-21

Edição

v. 20 n. 2 (2026)

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