Neuromarketing: an evaluation regarding marketing field

Abstract

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.