Review of neuroscience in marketing: areas, emotions and tools

Prachi Gala and David Gligor

International Journal of Business Innovation and Research, 2022, vol. 27, issue 1, 76-100

Abstract: Little work has been done to bring these various studies together to offer a solid building block on which theory can be further developed in a rigorous manner. We address this gap by conducting a multidisciplinary literature review to provide a unified understanding of research that has been conducted within neuromarketing. Articles related to neuroscience in the past 20 years (1997-2016) were downloaded from EBSCO using relevant keywords. Contribution wise, first, we provide a unified perspective of the research that's been conducted within this field. Second, we identify future research opportunities within neuromarketing, such as the tools that can be employed, specific areas where the tools can be applied, and specific emotions that can be investigated. Third, we provide additional guidance by discussing strengths and drawbacks associated with these various approaches. This article segregates past research in three unique buckets: tools, areas in marketing and emotions.

Keywords: neuromarketing; neuroscience; marketing; consumer; advertising; fMRI. (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:27:y:2022:i:1:p:76-100

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