Neuromarketing: an evaluation regarding marketing field
Özet
Neuromarketing is a growing topic in marketing literature. Furthermore, businesses also started
to use neuromarketing related results in their marketing decisions. Accordingly, it is crucial and
relevant to make a research regarding neuromarketing in marketing area. The main objective of
this study is to provide an evaluation of neuromarketing topic regarding its relations with
marketing field that will generate key insights. The data of the study was collected from Web
of Science as highly regarded journals’ articles. The results showed important insights such as
neuromarketing topic has begun to rise after 2010; neuroscience methods such as
electroencephalography (EEG), functional near-infrared spectroscopy (fNIRS), functional
magnetic resonance imaging (fMRI) and other important methods has been used in marketing
field; neuromarketing related methods are applied in the context of different industries such as
food, cleaning, personal care products and so on. In conclusion, neuromarketing can be
classified as a trend topic in marketing field which is evolving and providing unique results.
Both academicians and marketing practitioners are interested in neuromarketing which makes
the topic important for marketing literature and businesses.
