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.

Consumer neuroscience is gaining attention in the marketing field. The growing interest calls for a framework integrating neuroscience in marketing. This paper aims to serve as a practical guide for conducting consumer research using neurophysiological tools. The paper is organized into three main sections. The first section presents a framework for categorizing types of consumer neuroscience research based on four primary research objectives. The following section describes the use of neurophysiological tools in marketing and addresses their roots in their mother disciplines. Specifically, we address electrocardiography, galvanic skin conductance, eye‐tracking, electroencephalography, functional magnetic resonance imaging, and functional near‐infrared spectroscopy. Additionally, we refer to emerging measurements from hormones and genes. Likewise, this section highlights the most influential papers, equipment facilities, and software on each tool to support researchers who need to become more familiar with any of those techniques. Third, this paper introduces an integrative framework for consumer neuroscience research in marketing, covering research aims, types of stimuli, changes in organisms, and consumer response processes. In addition to core neuroscience citations, the paper incorporates specific marketing‐relevant consumer neuroscience papers to guide research in the marketing field.

The human attention system, similar to other networks in the brain, is of a complex nature. At any moment, our attention can shift between external and internal stimuli. In this study, we aimed to assess three EEG-based measures of attention (Power Spectral Density, Connectivity, and Spectral Entropy) in decision-making situations involving goal-directed and stimulus-driven attention using a Virtual Reality supermarket. We collected the EEG data of 29 participants in 2 shopping phases, planned and unplanned purchases. The three mentioned features were extracted and a statistical analysis was conducted. We evaluated the discriminatory power of these features using an SVM classifier. The results showed a significant (p-value < 0.001) increase in theta power over frontal, central, and temporal lobes for the planned purchase phase. There was also a significant decrease in alpha power over frontal and parietal lobes in the unplanned purchase phase. A significant increase in the frontoparietal connectivity during the planned purchase was observed. Additionally, an increase in spectral entropy was observed in the frontoparietal region for the unplanned purchase phase. The classification results showed that spectral entropy has the highest discriminatory power. This study can provide further insights into the attentional behaviors of consumers and how their type of attentional control can affect their decision-making processes.