Title: Review of neuroscience in marketing: areas, emotions and tools

Authors: Prachi Gala; David Gligor

Addresses: Coles College of Business, Kennesaw State University, Kennesaw, GA, USA ' University of Mississippi, 236 Holman, Oxford, MS, 38677, USA

Abstract: Little work has been done to bring these various studies together to offer a solid building block on which theory can be further developed in a rigorous manner. We address this gap by conducting a multidisciplinary literature review to provide a unified understanding of research that has been conducted within neuromarketing. Articles related to neuroscience in the past 20 years (1997-2016) were downloaded from EBSCO using relevant keywords. Contribution wise, first, we provide a unified perspective of the research that's been conducted within this field. Second, we identify future research opportunities within neuromarketing, such as the tools that can be employed, specific areas where the tools can be applied, and specific emotions that can be investigated. Third, we provide additional guidance by discussing strengths and drawbacks associated with these various approaches. This article segregates past research in three unique buckets: tools, areas in marketing and emotions.

Keywords: neuromarketing; neuroscience; marketing; consumer; advertising; fMRI.

DOI: 10.1504/IJBIR.2022.120403

International Journal of Business Innovation and Research, 2022 Vol.27 No.1, pp.76 - 100

Received: 18 Jun 2019
Accepted: 28 Dec 2019

Published online: 19 Jan 2022 *

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