PROPOSAL FOR MODELING THE EXPERIMENTAL PROCESS FOR NEUROMARKETING RESEARCH USING THE ELECTROENCEPHALOGRAPHY TOOL

Purpose of the study: To propose a model of the experimental process for Neuromarketing research using electroencephalography (EEG). Methodology: The model was elaborated from the methodological description of the 30 articles found on Neuromarketing research using the EEG tool in the Web of Science and Scopus databases. It was validated by two specialists in the field who have great knowledge of the use of this tool. Results: The model exposes the activities that are carried out in the experimental process of Neuromarketing research with EEG, such as the definition of the problem, the objective, choice and classification of research variables, definition of the sampling plan, selection of participants, elaboration of the project to be submitted to the Ethics Committee, preparation of the consent form, explanation of the study objectives, clinical examination, interview, data processing, EEG analysis, statistical analysis, research conclusion, among others. Theoretical -methodological contributions: The main contribution of the study is the possibility of the proposed model being used by researchers and companies that use this neuroscience tool (EEG), since it allows knowing how the experimental process is, which activities are necessary and in which order they occur, helping them to program research activities and understand each activity. Relevance/originality: There is no knowledge in the literature when searching the main databases such as Web of Science, Scopus, and Google Scholar of research that proposed the modeling of the experimental process for Neuromarketing research that uses the EEG tool, so this study is single.