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Heart rate variability in marketing research: A systematic review and methodological perspectives
Author(s) -
Kakaria Shobhit,
Bigné Enrique,
Catrambone Vincenzo,
Valenza Gaetano
Publication year - 2023
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21734
Subject(s) - heart rate variability , psychology , usability , cognition , demographics , marketing research , data collection , stimulus (psychology) , applied psychology , marketing , computer science , cognitive psychology , heart rate , medicine , business , sociology , human–computer interaction , social science , demography , neuroscience , blood pressure , radiology
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.