Exploring the boundaries of Neuromarketing through systematic investigation

Bhardwaj, Shikha; Rana, Gunjan A; Behl, Abhishek; Gallego de Caceres, Santiago Juan

Abstract

Neuromarketing literature has grown remarkably in recent years. Although the field has generated a diverse body of knowledge, we still find a dearth of studies classifying the existing literature into research themes and further presenting known and unknown aspects of Neuromarketing from a business and management viewpoint. To bridge this gap, the present study conducted a systematic literature review of Neuromarketing from 2011 to 2021, with a sample of 100 peer-reviewed articles. Based on rigorous review and thematic analysis of 41 relevant research articles, four research themes were identified – 1) Phenomenon, 2) Application, 3) Bright side, and 4) Dark side of Neuromarketing. Further, a theoretical framework of neuromarketing effect on consumer behaviour was presented. Future research thrust areas in theory, application, methodology, and evidence were identified.

Citation

Bhardwaj, S., Rana, G. A., Behl, A., & Gallego de Caceres, S. J. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154, Article 113371. https://doi.org/10.1016/j.jbusres.2022.113371

• Journal Article Type: Article
• Acceptance Date: Oct 6, 2022
• Online Publication Date: Oct 23, 2022
• Publication Date: 2023-01
• Deposit Date: Jun 27, 2024
• Journal: Journal of Business Research
• Print ISSN: 0148-2963
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 154
• Article Number: 113371
• DOI: https://doi.org/10.1016/j.jbusres.2022.113371
• Public URL: https://keele-repository.worktribe.com/output/856065
• Publisher URL: https://www.sciencedirect.com/science/article/pii/S0148296322008360?via%3Dihub