A Review of the Use of PLS-SEM in Neuromarketing Research
Revisión del uso del PLS-SEM en las investigaciones sobre neuromarketing
DOI:
https://doi.org/10.33732/ixc/13/02ArevieKeywords:
Statistical Methods, Structural Equation Modelling, Neuromarketing, PLS-SEM, Neuromarketing Techniques, ReviewAbstract
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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References
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