Abstract
Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward ...
Highlights
Techniques and methodologies are highly important in the hyper-competitive environment, this has prompted companies to seek new effective methods to better understanding and predicting consumer behaviour
This study provides the global research trend in the neuromarketing field according to the outputs of publications such as the most productive countries, academic institutions, journals, authors, number of publications and citations
This review provides an overview of the studies that employed NM tools in empirical research between 2015 and 2019 to answer research questions (RQ.1, RQ.2, and RQ.3)
Summary
Techniques and methodologies are highly important in the hyper-competitive environment, this has prompted companies to seek new effective methods to better understanding and predicting consumer behaviour. The fMRI investigation showed that most of the consumers’ behaviour and decision-making are made beyond awareness that highly contributed to the purchase decisions (Agarwal & Dutta, 2015; Alsharif, Salleh, Baharun, & Effandi, 2021; Brierley, 2017). Traditional research methods were largely used self-report (e.g., surveys, focus groups) to study the responses of consumers (e.g., decision-making) toward marketing stimuli such as advertise ments and brands The majority of consumer’s behaviour (e.g., decision-making, perception) occurs unconsciously, which is not possible for predicting by traditional research methods (Alsharif, Salleh, Baharun, Hashem, et al, 2021; Alsharif, Salleh, Baharun, & Effandi, 2021)
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