Table 3.

Research design, frameworks, and managerial implications.

Stimuli Topic	Number of papers	Average # subjects	Average # EEG channels	Reference	Research Implications	Managerial Implications
Visual	47	27	32	Gholami Doborjeh et al. (2018)	Multiple repetitions of visual stimuli (promotional messages, logos, price formats, etc.) represent a solid paradigm for EEG data collection. Event Related Potentials (ERP) analysis can be easily combined with pictures displayed multiple times. Additional techniques such as eye-tracking and galvanic skin conductance provide further insights and are frequently combined with EEG recording.	Static advertisements are commonly used in printed as well-online promotional messages. Similarly, the products displayed on a shelf in the supermarket are akin to the visual stimuli commonly used in experiments with EEG, often combined with behavioral measures, familiarity, and attention.Stimuli repetition paradigms can be helpful to test consumer loyalty.
Advertising	1	16	29	Guo et al. (2016)
Brand	12	23	40	Yang (2018)
Context	4	30	20	García-Madariaga et al. (2019)
Differences	1	39	32	Jones et al. (2012)
Message	5	28	25	Cuesta-cambra and Rodríguez-terceño (2017)
Miscellaneous	5	27	32	Shen et al. (2018)
Pricing	5	48	45	Ramsøy et al. (2018)
Product	14	22	27	Khushaba et al. (2013)
Audio-visual	50	42	39	Barnett and Cerf (2017)	Low-cost EEG equipment and support vector machine (SVM) techniques increase accuracy in terms of ranks and binary answers, reducing the sample size compared to traditional tools. Audiovisual stimuli can be used during natural memorizations tasks. EEG and additional techniques can investigate measurable physiological responses and reactions without relying on verbal reports.	EEG techniques are able to record brain activity with high temporal resolution and identify the reactions to TV commercials or other videos. Behavioral and neurophysiological measures allow to recognize the drivers of engagement and memorization, and select the parts of the commercials that are leading its success (or failure).Audiovisual stimuli are helpful for evaluating the novelty of a product/service, since they avoid the erosion of attention typical of stimuli repetition paradigms.
Advertising	10	33	39	Wei et al. (2018)
Context	3	60	13	Rosenlacher et al. (2018)
Differences	4	32	35	Cartocci et al. (2016)
Memorization	14	47	53	Guixeres et al. (2017)
Message	13	49	30	Harris et al. (2019)
Miscellaneous	3	28	35	Boksem and Smidts (2015)
Product	3	21	35	Dmochowski et al. (2014)
Visual and audiovisual	8	26	57	Gordon et al. (2018)	EEG is a low invasive technique and can be combined with active and passive tasks from traditional marketing research, as well as novel tasks based on the replication of familiar environments and choice scenarios.	Behavioral and neurophysiological measures can be combined in the analysis of the effect on consumer behavior of price, promotions, displaying formats, and other variables of interest.
Advertising	1	30	14	Pileliene and Grigaliunaite (2017)
Brand	1	26	32	Camarrone and Van Hulle (2019)
Memorization	1	21	256	Daugherty et al. (2018)
Message	4	25	36	Cartocci et al. (2017)
Product	1	32	10	Ramsøy et al. (2019)
Real products	4	34	19	Alvino et al. (2019)	EEG techniques can be used to measure the perception of products in multisensory settings and the impact of the surroundings on consumers' evaluation and choices. In this setting EEG can also be combined with additional techniques.	EEG measurements have been used to improve product display in the store. Despite the initial hope, EEG provides limited guidance in the phase of product development.
Context	2	41	15	Berčik et al. (2016)
Product	2	26	22	Sargent et al. (2020)
Audio miscellaneous	1	26	32	Lin et al. (2014)	Machine-learning methods improve the classification of emotions using EEG multimodal approach.	Voices, sounds and music play a key role in consumer engagement. Soundtracks, that are an essential part of TV and online ads, as well as jingles contribute to ads recall.
Tactile product	1	24	64	Hoefer et al. (2016)	Neurophysiologic measurements obtained with EEG may replace questionnaires in defining product perceived characteristics.	EEG can be implemented to test consumer pleasantness for all those products with a relevant tactile component (e.g., fabrics, mobile phones and covers, accessories, etc.).
Taste brand	1	26	32	Lucchiari and Pravettoni (2012)	Marketing actions such as brand manipulation can influence brain activity and change consumers' perception of a product. EEG provides objective measures of these effects.	Consumers often prefer branded products (including drugs) to the generic ones. EEG measures can be used to identify the role of a brand in developing consumption preferences and habits.