Heart rate variability in marketing research: A systematic review and methodological perspectives

Bigne, E (通讯作者),Univ Valencia, Fac Econ, Dept Mkt & Market Res, Av Tarongers S-N, Valencia 46022, Spain.
2023-1
Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework to reflect on 33 records obtained from six databases. Our findings suggest that 42% of studies used heart rate variability to investigate promotion-related topics. Overall, heart rate variability is mostly used in combination with Galvanic skin response (48%). Further, 39% of studies used non-portable systems for data collection. Last, using the theory characteristics methodology (TCM) framework, we identified six research avenues: (1) affective, cognitive, and sensorial constructs; (2) personality, thinking style, and demographics; (3) product experience; (4) advertising and branding; (5) correlation with immersive technologies; and (6) triangulation with other neurophysiological tools.
PSYCHOLOGY & MARKETING
卷号:40|期号:1|页码:190-208
ISSN:0742-6046|收录类别:SSCI
语种
英语
来源机构
University of Valencia; University of Pisa; University of Pisa
资助机构
H2020 Marie Sklodowska-Curie Actions
资助信息
H2020 Marie Sklodowska-Curie Actions
被引频次(WOS)
0
被引频次(其他)
0
180天使用计数
9
2013以来使用计数
9
EISSN
1520-6793
出版年
2023-1
DOI
10.1002/mar.21734
学科领域
循证经济学
关键词
bibliometric analysis biometric consumer neuroscience heart rate variability marketing research systematic review
WOS学科分类
Business Psychology, Applied