Neuromarketing 101 : the what, the how, and the why!

Abstract

In a time when companies need to know their consumers’ conscious and unconscious thoughts, needs, wishes, likes, and dislikes, neuromarketing plays a major role in the companies’ success (Ulman et al., 2015). The purpose of this paper is to perform a systematic literature review based on the concept of neuromarketing and its applications. Additionally, a complementary bibliometric analysis was first performed as a demonstration of the subject followed by the literature review since the main aim was to analyze the current state-of-the-art of this field and its evolution. Research shows that a widely accepted definition of neuromarketing is still being discussed (De Oliveira & Giraldi, 2017; Ford, 2019). This may be due to the recent nature of the research field as well as the different interdisciplinary fields that theoretically contribute to the discussion and evolution of the subject (Anghel, 2019; Brierley et al., 2020; Roselli et al., 2019). The results of neuromarketing research are mostly academia-based; however, this field of work has practical applications, both for the consumers and the organizations (Al-Kwifi, 2016; Massaro & Pecchia, 2019; Spence, 2019).