Neuromarketing insights for effective advertising strategies.

Abstract

This study tries to illuminate the most prominent contributions of neuromarketing and its tools in advertising from 1976 to 2023. The present study addresses research questions. Data was collected over the timespan from 1996 to 2023 and focused on high-quality research articles published in the English language from subject areas like business, management & accounting, social science, psychology, neuroscience, art, and humanities from the Scopus database. For further analysis, the PRISMA framework, Bibliometrix, and Vosviewer were used. The study highlights that neuromarketing in advertising can go beyond the traditional boundaries providing a sense to the consumer responses and competitive behavior that is revolving in the landscape of advertisement. Further, the study indicates that the researchers have worked on themes like neuromarketing, consumer neuroscience, electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and decision-making, and the themes on which the researchers can focus in the future are emotions, advertising effectiveness, pattern recognition, and storytelling.