Title: Discovering the art of advertising using neuromarketing: a literature review on physiological and neurophysiological measures of ads

Authors: Letizia Alvino; Carolina Herrando; Efthymios Constantinides

Addresses: Department High-Tech Business and Entrepreneurship (HBE), Faculty of Behavioral, Management and Social Sciences (BMS), University of Twente, Ravelijn, 7500 AE, Enschede, Netherlands ' Department of Marketing, Faculty of Economics and Business, University of Zaragoza, Gran Vía 2, 50005 Zaragoza, Spain ' Department of Marketing, Faculty of Economics and Business, University of Zaragoza, Gran Vía 2, 50005 Zaragoza, Spain

Abstract: This study expands the domain of neuromarketing (and/or consumer neuroscience) by providing an overview of the current state of the art and the future directions of neuromarketing research for digital, social, and mobile marketing. Using a scoping review, we analyse the use of neuroscience tools in different contexts, such as digital marketing, social media, and mobile marketing. We selected a total of 68 articles in the field. Our findings indicate that neuromarketing contributes to studying online advertising in areas such as effectiveness, persuasion, preferences, feature salience and user experience. We find that eye tracking and electroencephalography are the most used tools in neuromarketing research. Our findings also indicate that two new techniques are currently used to test online advertisements: voice analysis and breathing analysis.

Keywords: consumer neuroscience; neuromarketing; literature review; DSMM marketing; online advertising; advertisement; digital marketing; social media and mobile marketing.

DOI: 10.1504/IJIMA.2024.142791

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.3/4, pp.297 - 330

Received: 27 Mar 2023
Accepted: 27 Jul 2023
Published online: 22 Nov 2024 *

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