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A review of the use of PLS-SEM in neuromarketing research
Citation Link: https://doi.org/10.15480/882.8778
Publikationstyp
Journal Article
Date Issued
2023-07-15
Sprache
English
Author(s)
TORE-DOI
Journal
Volume
13
Issue
2
Start Page
119
End Page
146
Citation
Index.comunicacion 13 (2): 119-146 (2023)
Publisher DOI
Scopus ID
Publisher
Rey Juan Carlos University
Peer Reviewed
true
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
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Name
Index_Communicacion_13_2_PLS.pdf
Type
Main Article
Size
432.41 KB
Format
Adobe PDF