Proposta de modelagem do processo experimental para pesquisas de neuromarketing que utilizam a ferramenta eletroencefalografia

Autores

DOI:

https://doi.org/10.5585/remark.v23i1.20018

Palavras-chave:

Neuromarketing, Modelagem, EEG, Processo experimental

Resumo

Objetivo do estudo: Propor um modelo do processo experimental para as pesquisas de neuromarketing que utilizam a eletroencefalografia (EEG).

Metodologia: O modelo foi elaborado a partir da descrição metodológica dos 30 artigos encontrados sobre pesquisas em neuromarketing utilizando a ferramenta EEG nas bases de dados Web of Science e Scopus. Ele foi validado por dois especialistas da área que possuem grande conhecimento no uso desta ferramenta.

Resultados: O modelo expõe as atividades que são realizadas no processo experimental de pesquisas de neuromarketing com a EEG como: definição do problema, do objetivo, escolha e classificação das variáveis de pesquisa,  definição do plano amostral, seleção dos participantes, elaboração do projeto a ser submetido ao Comitê de Ética, elaboração do termo de consentimento, explicação dos objetivos do estudo, exame clínico, entrevista, tratamento dos dados, análise da EEG, análise estatística, conclusão da pesquisa, dentre outras.

Contribuições teórico-metodológicas: A principal contribuição do estudo é a possibilidade do modelo proposto ser utilizado por pesquisadores e empresas que utilizam esta ferramenta da neurociência (EEG), uma vez que, permite saber como é o processo experimental, quais as atividades são necessárias e em que ordem ocorrem, auxiliando-os na programação das atividades de pesquisa e na compreensão de cada atividade.

Relevância / originalidade: Não há conhecimento na literatura ao pesquisar nas principais bases de dados como Web of Science, Scopus e Google Scholar de pesquisas que propuseram a modelagem do processo experimental para pesquisas de neuromarketing que utilizam a ferramenta EEG, de modo que este estudo é único.

Biografia do Autor

Natália Munari Pagan, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEA-RP/USP)

Doutoranda em Administração de Organizações. Mestre em Administração de Organizações. Graduada em Matemática Aplicada a Negócios

Karina Munari Pagan, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto – FEARP-USP

Doutoranda em Administração. 

Mestra em Administração.

Graduada em Matemática Aplicada a Negócios

Janaina de Moura Engracia Giraldi, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto – FEARP-USP

Professora Associada na Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP-USP) de marketing e gestão.

Jorge Henrique Caldeira de Oliveira, Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto – FEARP-USP

Professor titular da Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP).

 

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08.02.2024

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Pagan, N. M., Pagan, K. M., Giraldi, J. de M. E., & Oliveira, J. H. C. de. (2024). Proposta de modelagem do processo experimental para pesquisas de neuromarketing que utilizam a ferramenta eletroencefalografia . ReMark - Revista Brasileira De Marketing, 23(1), 366–451. https://doi.org/10.5585/remark.v23i1.20018

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Special Issue: Applications of neurosciences to the marketing field