Neuromarketing Across the Consumer Journey: A Comprehensive Review of Tools, Neural Correlates, and Marketing Mix Applications

Purpose: Neuromarketing integrates neuroscience, psychology, and marketing to uncover subconscious consumer processes that traditional self-report methods often fail to capture. This systematic review aims to develop an integrative framework that captures stage-specific neural correlates of consumer decision-making across the entire consumer journey and links them to elements of the marketing mix, thereby addressing existing theoretical and methodological gaps. Design/Methodology/Approach: Following the PRISMA framework, this systematic review analyzes 215 peer-reviewed studies published between 2004 and 2025. Data were collected from Web of Science, Scopus, and EBSCOhost, with an emphasis on high-impact journals to ensure methodological rigor. The review systematically maps neuromarketing tools, research domains, and neural mechanisms across different stages of consumer decision-making. Findings: The analysis reveals a strong methodological preference for electroencephalography (EEG) (35–37%) and functional magnetic resonance imaging (fMRI) (24–25%). Research is predominantly concentrated on advertising (42–45%) and product design (22–23%). Neural evidence indicates that reward-related brain structures, particularly the ventral striatum and nucleus accumbens, play a central role in need recognition, while decision-making and emotional processing are primarily governed by the prefrontal cortex, amygdala, and insula. Practical Implementations: The findings highlight the potential of neuromarketing to enhance predictive accuracy in consumer behavior, inform pricing strategies, and support the design of emotionally engaging brand experiences. By aligning neural insights with specific stages of the consumer journey and marketing mix elements, practitioners can develop more targeted and effective marketing interventions. Originality value: This review advances the literature by proposing a unified 3×3 typology that integrates cognitive, affective, and behavioral neural correlates across pre-purchase, purchase, and post-purchase stages. By offering a comprehensive and stage-inclusive framework, the study positions neuromarketing as a more coherent and scientifically robust discipline with significant theoretical and applied value.