Exploring the boundaries of Neuromarketing through systematic investigation

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.