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Neuromarketing: Hype or Hope

In: Advanced Technologies in Business, Volume I

Author

Listed:
  • Indre Razbadauskaite-Venske

    (Klaipeda University)

  • Saidas Rafijevas

    (Klaipeda University)

Abstract

As marketing becomes increasingly data-driven, neuromarketing is emerging to understand consumer behaviour better. This field transforms how companies approach advertising, branding, and customer experiences by integrating neuroscience principles into marketing strategies. Through the scientific literature review, this chapter emphasizes the significance of neuromarketing, which is projected to escalate due to rapid advancements in neuroimaging technologies, artificial intelligence, and data analytics. Neuromarketing tools provide real-time insights into the subconscious drivers of consumer decision-making, enabling marketers to develop highly personalized campaigns that resonate deeply on emotional and cognitive levels, enhancing engagement and boosting conversions. However, ethical concerns regarding privacy and the potential manipulation of subconscious behaviour may ignite consumer autonomy debates. Additionally, the high costs and technical complexities of tools like fMRI and EEG may restrict access for smaller businesses. Despite these challenges, neuromarketing holds immense potential to position it as a cornerstone of the future of marketing.

Suggested Citation

  • Indre Razbadauskaite-Venske & Saidas Rafijevas, 2026. "Neuromarketing: Hype or Hope," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume I, chapter 0, pages 83-107, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03480-9_4
    DOI: 10.1007/978-3-032-03480-9_4
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