Neuromarketing: a review regarding marketing field

Abstract

Neuromarketing is a growing topic in marketing literature. Furthermore, businesses also started to use neuromarketing-related results in their marketing decisions. Accordingly, it is crucial and relevant to make a research regarding neuromarketing topic in the marketing area. The main objective of this study is to provide an evaluation of neuromarketing topic regarding its relations with marketing field that will generate key insights. A literature review was conducted for this study and articles containing “neuromarketing” topic were included in the review. The articles were chosen from top-rated marketing journals according to Google Scholar’s ratings. The criterion to be included in the review is explained in the paper accordingly. The results showed important insights such as neuromarketing topic has begun to rise after 2010; neuroscience methods such as electroencephalography (EEG), functional near-infrared spectroscopy (fNIRS), functional magnetic resonance imaging (fMRI), and other important methods have been used in marketing field; neuromarketing-related methods are applied in the context of different industries such as food, cleaning, personal care products and so on. In conclusion, neuromarketing can be classified as a trending topic in marketing field which is evolving and providing unique results. Both academicians and marketing practitioners are interested in neuromarketing which makes the topic important for marketing literature and businesses.