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.
