Neuromarketing myths: a conceptual framework and empirical insights

To encourage a more critical, evidence-based use of neuromarketing, this study conducts a systematic conceptual and empirical examination of neuromarketing myths. We propose an operational definition of neuromarketing myths and use a mixed-methods approach to identify 21 myths through a literature review and interviews with 13 experts. These myths are organised into four conceptual categories and examined in a large-scale quantitative survey (N = 639). The results reveal a high overall prevalence of neuromarketing myths in all stakeholder groups, with academics showing comparatively lower myth endorsement levels. Distinct patterns emerge across myth categories indicating that even experienced professionals remain susceptible to certain methodological and ethical misconceptions. The implications highlight the need for targeted myth-debunking and neuro-literacy interventions in marketing education and professional practice.