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

ISSN: 2174-1859

Año de publicación: 2023

Título del ejemplar: Theory and Praxis of Neuromarketing: innovation and research for the new communicative challenges of the market

Volumen: 13

Número: 2

Páginas: 119-146

Tipo: Artículo

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

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

Resumen

Una parte importante en las investigaciones en neuromarketing es la metodología utilizada para el análisis estadístico con el fin de comprender, explicar y predecir el comportamiento de los consumidores. Esta investigación analiza el uso del método PLS-SEM en este ámbito. Un total de 20 artículos, que emplearon al menos una técnica de neuromarketing y realizaron análisis PLS-SEM, se encontraron en las principales bases de datos (i.e., WOS, Scopus y otros). Se observa que a menudo no se utiliza enfoque adecuado para el muestreo y el tratamiento de muestras pequeñas. También se encuentran problemas con la aplicación apropiada de los procedimientos comunes de análisis PLS-SEM para la evaluación de los modelos externo e interno, así como con la aplicación de métodos avanzados. Los futuros estudios deberían evaluar la idoneidad de utilizar un enfoque PLS-SEM, según el objetivo de investigación que apoye dicho método, las condiciones que apoyen su uso y sus limitaciones. Se proporcionan directrices a los investigadores sobre cuándo el PLS-SEM es una herramienta de investigación apropiada en neuromarketing, qué herramientas analíticas deben utilizar y cómo validar y comunicar los resultados.

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Fuente de los datos: Dialnet