Demystifying neuromarketing

Weng Marc Lim

Journal of Business Research, 2018, vol. 91, issue C, 205-220

Abstract: This article adopts an integrated knowledge inquiry approach and systematically reviews (through content analysis) and draws themes (through thematic analysis) to explain the concept of, methods for, ethical issues related to, and contributions from neuromarketing and to discuss the future role of neuromarketing as a provider of new impetuses for advancing marketing science. In doing so, this article clarifies the key questions about neuromarketing and identifies multiple avenues to meaningfully extend existing lines of inquiry on neuromarketing. Thus, this article should assist neuromarketers in unlocking the potential of neuromarketing to contribute to marketing theory and practice.

Keywords: Neuromarketing; Neuroscience; Marketing science; Marketing theory; Marketing practice (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296318302716
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:91:y:2018:i:c:p:205-220

DOI: 10.1016/j.jbusres.2018.05.036

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().