Neuromarketing: Navigating New Perspectives in Neuroscience and Marketing Synthesis

Abstract

In recent years, the field of neuromarketing has attracted considerable attention from both academics and practitioners. Neuromarketing differs from other fields in terms of both the tools and methods used in market research. Therefore, there is a need for literature reviews that focus on studies conducted in this field to acquire insights into the work carried out. This study aims to fill this gap by evaluating the techniques used in neuromarketing studies within the existing literature and presenting research findings to provide researchers a framework for these investigations. Neuromarketing studies, reviewed under headings such as EEG, fMRI, and others have been explained in detail in terms of research tools, samples, research topics, and findings. In addition, the research approaches and applications adopted in these pertinent studies have been meticulously addressed. Ultimately, this research aims to provide a more comprehensive approach to the current state of neuromarketing studies, thereby contributing to the development of this interdisciplinary field. Additionally, it highlights future research directions in terms of theory, application, and methodology.