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Exploring the boundaries of Neuromarketing through systematic investigation

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  • 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.

Suggested Citation

  • Bhardwaj, Shikha & Rana, Gunjan A & Behl, Abhishek & Gallego de Caceres, Santiago Juan, 2023. "Exploring the boundaries of Neuromarketing through systematic investigation," Journal of Business Research, Elsevier, vol. 154(C).
    • Handle: RePEc:eee:jbrese:v:154:y:2023:i:c:s0148296322008360
    DOI: 10.1016/j.jbusres.2022.113371
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