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Exploring the boundaries of Neuromarketing through systematic investigation

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


Shikha Bhardwaj

Gunjan A Rana

Santiago Juan Gallego de Caceres


S. Bhardwaj

G.A. Rana

A. Behl

S.J. Gallego de Caceres


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.


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.

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
Public URL
Publisher URL