Neuromarketing in Fast Food: A View About Attention and Intention - Systematic Literature Review

Carlos Manuel Santos Feio
Additional contact information
Carlos Manuel Santos Feio: GOVCOPP, University of Aveiro, Portugal

European Journal of Marketing and Economics Articles, 2026, vol. 9

Abstract: Neuromarketing, as a multidisciplinary approach, is relevant in the fast-food sector, characterised by quick decision-making and intense competition. The studies analysed demonstrate that sensory and contextual stimuli, such as packaging, nutritional labelling, point-of-sale lighting, and menu design, significantly influence attention, emotion, perceived value, and purchase intention. Studies indicate that sensory and contextual stimuli, such as packaging, nutritional labelling, lighting, and menu design, influence attention, emotion, perceived value, and purchase intention. Tools such as eye tracking, EEG, GSR/EDA, and neuroimaging techniques allow implicit processes and unconscious responses undetected by traditional methods to be captured. Despite knowledge of decision-making, a gap persists between the decision and the actual purchase. It is concluded that the ethical and rigorous use of neuromarketing can enhance the effectiveness of marketing strategies in the fast-food industry.

Keywords: neuromarketing; fast food; FMCG; purchase intention; consumer behaviour (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://revistia.com/index.php/ejme/article/view/3454 (text/html)
https://revistia.com/files/articles/ejme_v9_i1_26/Feio.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eur:ejmejr:236

Access Statistics for this article

More articles in European Journal of Marketing and Economics Articles from Revistia Research and Publishing
Bibliographic data for series maintained by Revistia Research and Publishing ().