A Review of the Use of PLS-SEM in Neuromarketing ResearchRevisión del uso del PLS-SEM en las investigaciones sobre neuromarketing

  1. Margalina, Vasilica-Maria 1
  2. Jiménez Sánchez, Álvaro 2
  3. Ehrlich, Janna Susanne 3
  1. 1 Centro Universitario CESINE
  2. 2 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

  3. 3 Hamburg University of Technology
    info

    Hamburg University of Technology

    Hamburgo, Alemania

    ROR https://ror.org/04bs1pb34

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Zeitschrift:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Datum der Publikation: 2023

Titel der Ausgabe: Theory and Praxis of Neuromarketing: innovation and research for the new communicative challenges of the market

Ausgabe: 13

Nummer: 2

Seiten: 119-146

Art: Artikel

DOI: 10.33732/IXC/13/02AREVIE DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Zusammenfassung

The methodology applied for the statistical analysis for understanding, explaining and predicting consumer behavior represents an important issue for neuromarketing research. This research analyses the use of the PLS-SEM method in this area. A total of 20 articles, which employed at least one neuromarketing method and performed PLS-SEM analysis, were found in the main data bases (i.e., WOS, Scopus, and others). A lack of an adequate approach for sampling and treatment of small samples was generally found. Problems with the proper application of the common PLS-SEM analysis procedures for the assessment of the outer and inner models, as well as with the application of advanced PLS-SEM approaches. Future studies should assess the suitability of using a PLS-SEM approach, depending on the research objective supporting the method, the conditions supporting its use, and its limitations. Guidelines are provided to researchers on when PLS-SEM is an appropriate research tool for neuromarketing research, which analytical method to use, and how to validate and communicate the results.

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Fuente de los datos: Dialnet