Neuromarketing: a review of research and implications for marketing

Abstract

In this research, we reviewed previous studies which adopted neuromarketing techniques in various fields of research. The results revealed that most of the studies in neuromarketing have focused on business applications. This research provides important results on the use of neuromarketing techniques, their limitations and implications for marketing research. We hope that this research will provide useful information about the neuromarketing techniques, their applications and help the researchers in conducting the research on neuromarketing with insight into the state-of-the-art of development methods.