Exploring the boundaries of Neuromarketing through systematic investigation

Shikha Bhardwaj, Gunjan A Rana, Abhishek Behl and Santiago Juan Gallego de Caceres

Journal of Business Research, 2023, vol. 154, issue C

Abstract: Neuromarketing literature has grown remarkably in recent years. Although the field has generated a diverse body of knowledge, we still find a dearth of studies classifying the existing literature into research themes and further presenting known and unknown aspects of Neuromarketing from a business and management viewpoint. To bridge this gap, the present study conducted a systematic literature review of Neuromarketing from 2011 to 2021, with a sample of 100 peer-reviewed articles. Based on rigorous review and thematic analysis of 41 relevant research articles, four research themes were identified – 1) Phenomenon, 2) Application, 3) Bright side, and 4) Dark side of Neuromarketing. Further, a theoretical framework of neuromarketing effect on consumer behaviour was presented. Future research thrust areas in theory, application, methodology, and evidence were identified.

Keywords: Neuromarketing; Consumer; Neuroscience; Technology; Systematic review (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322008360

DOI: 10.1016/j.jbusres.2022.113371

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