EEG in Branding Research: A Systematic Review of Methodologies and Insights

Abstract

Context: The expanding field of neuromarketing has identified electroencephalography (EEG) as a promising tool for examining consumer responses to brands. However, a comprehensive synthesis of EEG-based branding research is lacking. Objectives: This systematic review aimed to (1) map the methodologies and analytical approaches employed in EEG-based branding research, and (2) evaluate the evidence regarding EEG’s utility in measuring brand perception, consumer behavior, and marketing effectiveness. Methods: This systematic review followed PRISMA guidelines. Four databases (Embase, PubMed, Scopus, and Web of Science) were searched from 2007 - 2024, identifying 1,758 records. After screening, 25 studies met inclusion criteria and were assessed using QUADAS-2. Results: The synthesis of findings revealed that frontal theta and beta oscillations, as well as event-related potentials (ERPs) such as N400 and P300, are sensitive neural markers of brand-related cognitive conflict, semantic integration, and emotional engagement. Key findings indicate that congruent brand extensions reduce neural conflict (smaller N400), while incongruent stimuli heighten attention and memory recall. Furthermore, brand familiarity and personality alignment were found to foster rapid positive consumer responses. Conclusions: This review provides evidence that EEG offers valuable insights into subconscious processes underlying brand perception and decision-making. While methodological variability and limited sample sizes constrain generalizability, EEG-based protocols can capture nuanced brand-related cognition and affect, holding significant implications for both theory and marketing practice.