Neuromarketing in the Study of Consumer Behaviour

A Literature Review

Abstract

Neuromarketing has shifted the paradigm of marketing research by introducing new methods for studying consumer behaviour and overcoming some of the limitations inherent in traditional research approaches. By applying neuroscience techniques to market analysis, neuromarketing examines consumers’ brain responses to specific stimuli and helps predict human behaviour in the decision-making process. Based on a literature review, this article explores the complexity of the topic and the challenges associated with accessing the neuroscientific tools and technologies required to conduct market research, particularly in relation to consumer behaviour. At the same time, the article highlights the success of neuromarketing research, as the results obtained enable the development of new products and services that enhance the consumer experience, meet their needs, and more effectively identify new market segments. The article also aims to analyse the key concepts and technologies of neuromarketing and their application in the context of consumer behaviour, outlining the advantages and disadvantages associated with each technique. This study presents itself as a primarily theoretical roadmap, tracing the evolution of neuromarketing at both organisational and academic levels, and offering a foundation for future research and potential investigative directions.