Neurophysiological measurement methods in the restaurant industry: a thematic content analysis and a research agenda

Purpose The purpose of this study is to systematically review and synthesize the literature on neurophysiological measurement methods in restaurant research and establish a foundation for future research directions. Design/methodology/approach This study employs a theme-based systematic literature review approach guided by the theory–context–characteristics–methodology (TCCM) framework. A total of 42 studies focusing on restaurant contexts and using neurophysiological measurement methods were systematically identified, screened and analyzed. Findings The review reveals a growing but methodologically and theoretically fragmented body of research on neurophysiological measurement methods in restaurant contexts. Eye tracking was the most frequently used measurement tool, whereas functional magnetic resonance imaging and the implicit association test were used to a lesser extent; electroencephalography and electrodermal activity were used only occasionally, and other measures, such as heart rate variability, remained largely underutilized. Thematic analysis indicates that existing studies primarily focus on visual attention, information processing, and decision-making outcomes, with limited theoretical integration. Originality/value This study provides a comprehensive, theme-based synthesis of neurophysiological measurement methods applied in restaurant research using the TCCM framework. By systematically mapping theoretical perspectives, contextual focus, research characteristics and methodological approaches, the review offers a structured understanding of an otherwise fragmented literature. The findings contribute by identifying dominant research themes, methodological gaps and underexplored areas, thereby offering clear directions for future theory-driven and methodologically rigorous research in the restaurant domain.