NAGIOS: RODERIC FUNCIONANDO

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

Repositori DSpace/Manakin

IMPORTANT: Aquest repositori està en una versió antiga des del 3/12/2023. La nova instal.lació está en https://roderic.uv.es/

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

dc.contributor.author	Kakaria, Shobhit
dc.contributor.author	Bigné Alcañiz, J. Enrique
dc.contributor.author	Catrambone, Vincenzo
dc.contributor.author	Valenza, Gaetano
dc.date.accessioned	2023-03-23T08:44:17Z
dc.date.available	2023-03-24T05:45:06Z
dc.date.issued	2022	es_ES
dc.identifier.citation	Kakaria, S., Bigné, E., Catrambone, V., & Valenza, G. (2023). Heart rate variability in marketing research: A systematic review and methodological perspectives. Psychology & Marketing, 40, 190– 208.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/85859
dc.description.abstract	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.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Wiley	es_ES
dc.subject	bibliometric analysis	es_ES
dc.subject	biometric	es_ES
dc.subject	consumer neuroscience	es_ES
dc.subject	heart rate variability	es_ES
dc.subject	marketingresearch	es_ES
dc.subject	systematic review	es_ES
dc.title	Heart rate variability in marketing research: A systematic review and methodological perspectives	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1002/mar.21734	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES