A Systematic Literature Review on Neuromarketing inBranding, Advertising and Consumer Behavior


Authors : Kareem Mohamed Abdelhafiz Mahfouz Hussein; Dr. Bahire Efe Ozad

Volume/Issue : Volume 8 - 2023, Issue 6 - June

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/5x83hpds

DOI : https://doi.org/10.5281/zenodo.8126236

Abstract : The concept of neuromarketing, utilizing neuroscience techniques to understand consumer behavior and preferences, is discussed extensively, including its advantages and disadvantages. The potential applications of neuromarketing in advertising, branding, consumer behavior, and user experience are explored, showcasing its ability to revolutionize how brands engage with customers. The article also underscores the importance of conducting systematic literature reviews to deepen understanding, identify research gaps, and address ethical considerations and limitations associated with neuromarketing. The time frame of the systematic literature review was for 18 years of publications from 2004 to 2022. We were able to examine deeply the possibilities of the future potential neuromarketing and the positive attitudes through consumer psychology and behaviour perspective as marketers will have a better understanding of consumer behaviour, attention and emotions. While the ethical difficulties and limitations should be covered in detail and discussed.

Keywords : Neuromarketing, Consumer Behaviour, user Experience, Real Eye, Eye Tracking, Advertising, Branding, SLR.

The concept of neuromarketing, utilizing neuroscience techniques to understand consumer behavior and preferences, is discussed extensively, including its advantages and disadvantages. The potential applications of neuromarketing in advertising, branding, consumer behavior, and user experience are explored, showcasing its ability to revolutionize how brands engage with customers. The article also underscores the importance of conducting systematic literature reviews to deepen understanding, identify research gaps, and address ethical considerations and limitations associated with neuromarketing. The time frame of the systematic literature review was for 18 years of publications from 2004 to 2022. We were able to examine deeply the possibilities of the future potential neuromarketing and the positive attitudes through consumer psychology and behaviour perspective as marketers will have a better understanding of consumer behaviour, attention and emotions. While the ethical difficulties and limitations should be covered in detail and discussed.

Keywords : Neuromarketing, Consumer Behaviour, user Experience, Real Eye, Eye Tracking, Advertising, Branding, SLR.

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