A REVIEW OF THE USE OF PLS-SEM IN NEUROMARKETING RESEARCH

Abstract

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.