Factors limiting the application of consumer neuroscience: A systematic review

Abstract

Neuromarketing is perceived as burgeoning innovation in marketing research which facilitates understanding consumer behaviour and decision‐making. Given this potential, still, most enterprises resist implementing neuromarketing techniques. Therefore, this study aims to identify the determinants that limits the application of neuromarketing. An extensive literature review was performed on databases such as Emerald, Jstor, Sage, Scopus and Web of Science. The inclusion criteria are grounded upon the ‘Population Intervention Comparison Outcome Study’ procedure and articles restricted to the English language, published between 2007 and July 2022 and indexed under peer‐reviewed journals. A total of 36 research articles are included and not even a single study was obtained from Mediterranean & Middle East. Sixteen key determinants were acknowledged under the subcategory of psychological and operational variables as presented in the conceptual framework. These identified variables trigger psychological and operation constraints in decision making, thereby limiting the application of neuromarketing decisions. This study directs the need for a general level of cognizance and acknowledgment about neuromarketing, further developing the innovation culture in business corporates and affiliate marketing research needs to neuromarketing techniques.

The application of neuromarketing tools in communication research: A comprehensive review of trends

“…Although several bibliometric studies have been published recently on consumer neuroscience (e.g., Alsharif et al, 2021;Kansra et al, 2023;Siddique et al, 2022;Zhu et al, 2022), our study differs in two important ways. First, we concentrate specifically on the subfield of marketing communications.…”