Neuromarketing: Hype or Hope

Indre Razbadauskaite-Venske () and Saidas Rafijevas ()
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Indre Razbadauskaite-Venske: Klaipeda University
Saidas Rafijevas: Klaipeda University

Chapter Chapter 4 in Advanced Technologies in Business, Volume I, 2026, pp 83-107 from Palgrave Macmillan

Abstract: Abstract As marketing becomes increasingly data-driven, neuromarketing is emerging to understand consumer behaviour better. This field transforms how companies approach advertising, branding, and customer experiences by integrating neuroscience principles into marketing strategies. Through the scientific literature review, this chapter emphasizes the significance of neuromarketing, which is projected to escalate due to rapid advancements in neuroimaging technologies, artificial intelligence, and data analytics. Neuromarketing tools provide real-time insights into the subconscious drivers of consumer decision-making, enabling marketers to develop highly personalized campaigns that resonate deeply on emotional and cognitive levels, enhancing engagement and boosting conversions. However, ethical concerns regarding privacy and the potential manipulation of subconscious behaviour may ignite consumer autonomy debates. Additionally, the high costs and technical complexities of tools like fMRI and EEG may restrict access for smaller businesses. Despite these challenges, neuromarketing holds immense potential to position it as a cornerstone of the future of marketing.

Date: 2026
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DOI: 10.1007/978-3-032-03480-9_4

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