Contemporary perspectives in neuromarketing: a systematic literature review

Purpose: This study aims to address gaps in the neuromarketing literature by performing a comprehensive systematic literature review (SLR) covering the field's theories, techniques, and methodologies. The goal is to overcome existing limitations related to sector specificity, limited article count, and narrow database selection, providing a broad and deep understanding of neuromarketing’s theoretical frameworks and applications. Design/methodology/approach: Using an SLR approach, this study examines 877 unique articles sourced from Scopus and Web of Science, selected based on relevance to neuromarketing theory. Through bibliometric analysis facilitated by the biblioshiny and Research Rabbit tools, the study identifies significant authors, documents, journals, collaboration networks, and thematic structures, culminating in a co-citation network and conceptual mapping of the field. Findings: Results indicate increased neuromarketing research, especially over the past five years. Key themes include consumer behavior, neuroscience integration, and ethical considerations. The study identifies three distinct research clusters focusing on neuromarketing’s intersection with neuroscience, sensory marketing, and consumer psychology. Key authors and publications are mapped, highlighting trends and emerging areas for future study. Originality/value: This research provides a comprehensive overview of neuromarketing literature, establishing foundational insights into theoretical and practical advancements. It also proposes a conceptual guide for future research avenues in neuromarketing, serving as a critical resource for researchers and practitioners seeking a structured understanding of this interdisciplinary field.