A review of the use of PLS-SEM in neuromarketing research

The methodology applied for the statistical analysis for under-standing, explaining and predicting consumer behavior represents an im-portant 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 ade-quate 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 as-sess 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.

Subjects

Neuromarketing, PLS-SEM

Neuromarketing Techniques

Review

Statistical Methods

Structural Equation Modelling

DDC Class

650: Management, Public Relations

Publication version

publishedVersion

Lizenz

https://creativecommons.org/licenses/by/4.0/

Name

Index_Communicacion_13_2_PLS.pdf

Type

Main Article

Size

432.41 KB

Format

Adobe PDF

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A review of the use of PLS-SEM in neuromarketing research