Biomedical Technology in Studying Consumers’ Subconscious Behavior

Abstract

Despite the technological advancements in neuroimaging and physiological technologies, studies about using this technology to study the neural correlates of consumers' behavior toward external stimuli remain unclear in the academic literature. We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in this article to select relevant articles for this study. We extracted and analyzed fifty-six articles from the Web of Science (WoS) database to answer the research questions. We found eight common methods, as follow: (i) neuroimaging tools such as fMRI, fNIRS, and EEG used to study the neural responses of emotional and cognitive processes, (ii) physiological tools such as ET, EMG, GSR, ECG, and IAT to study eye movements, fixation, pupil dilation, consumers’ attitudes, visual attention, heart rate, zygomatic and corrugator facial muscles toward environment stimuli such as machines. We hope this article provides valuable insights into neuroimaging and physiological technology guiding new practitioners and researchers to choose the appropriate tool to conduct the experiment and get high-quality and reliable results.