Gupta Raveena, Kapoor Anuj Pal, Verma Harsh V
Faculty of Management Studies, University of Delhi, New Delhi, India.
School of Management and Entrepreneurship, Indian Institute of Technology Jodhpur, Jodhpur, Rajasthan, India.
Front Neuroergon. 2025 Jul 11;6:1542847. doi: 10.3389/fnrgo.2025.1542847. eCollection 2025.
The application of neurophysiological techniques in marketing and consumer research has seen substantial growth in recent years. This review provides a comprehensive overview of how neuroscience has been integrated into consumer behavior research commonly referred to as "neuromarketing." While prior reviews have addressed methods, tools, and theoretical foundations, they have largely concentrated on the pre-purchase stage of decision-making. Expanding on this, the current review examines the stage specific affective behavioral and cognitive components neural responses across the full consumer journey. Using the PRISMA framework, the authors systematically analyze stage specific existing neuromarketing literature to present a well-rounded perspective. Moreover, it introduces an integrated framework that aligns neuromarketing insights with each stage of the consumer decision-making process. To support future research, the paper proposes a novel 3 × 3 typology, identifying cross modal interactiona and underexplored areas and gaps in the literature. Overall, this review advances neuromarketing as a rigorous and credible research approach, offering valuable direction for scholars and contributing to its establishment as a recognized discipline within marketing.
近年来，神经生理学技术在市场营销和消费者研究中的应用有了显著增长。本综述全面概述了神经科学如何被整合到通常被称为“神经营销”的消费者行为研究中。虽然先前的综述涉及方法、工具和理论基础，但它们主要集中在决策的购买前阶段。在此基础上，本综述考察了整个消费者旅程中特定阶段的情感、行为和认知成分的神经反应。作者使用PRISMA框架，系统地分析了特定阶段现有的神经营销文献，以呈现一个全面的视角。此外，它还引入了一个综合框架，将神经营销见解与消费者决策过程的每个阶段相匹配。为支持未来的研究，本文提出了一种新颖的3×3类型学，识别跨模态交互以及文献中未充分探索的领域和差距。总体而言，本综述推动神经营销成为一种严谨且可信的研究方法，为学者提供了有价值的方向，并有助于其在市场营销领域确立为一门公认的学科。
