MINDING THE BRANDING – HOW CAN EEG HELP? A LITERATURE REVIEW ON APPLICATION OF ELECTROENCEPHALOGRAPHY IN BRANDING

Danica Radevic Pavlicic ()
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Danica Radevic Pavlicic: HEC Faculty of international Tourism and Hotel Management, Montenegro

Economic Thought and Practice, 2025, vol. 34, issue 1, 325-350

Abstract: Emotion, perception, connection, affection – these are all delicate, hard to notice and often consciously undisclosed factors of influence on consumer behavior, starting from brand awareness to final call on buying the product or service, or even beyond. Having that in mind, the purpose of this paper is to explore and present current findings related to the use of neuroscience methods in branding research, more precisely, the application of electroencephalography in empirical studies conducted in this field. Considering the importance of all phases of branding process for creating a long term relationship between the brand and the consumer, it is vital to understand both cognitive and emotional reactions related to that experience. After reviewing current body of literature using PRISMA research method combined with qualitative content analysis, and presenting key findings and conclusion from articles relevant to this topic, it can be confirmed that electroencephalography is considered to be the neuromarketing method that can present this set of data in fast, non-invasive and low cost manner, which justifies the further research of its applications.

Keywords: neuroscience; neuromarketing; electroencephalography; EEG; branding (search for similar items in EconPapers)
JEL-codes: D87 D91 M31 M37 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.17818/EMIP/2025/5

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