The neuromarketing potential of the food industry: a systematic literature review

Abstract

Consumers' decisions are often not rational and understanding this is a challenge for researchers and marketers. Traditional quantitative questionnaires are not sufficient to uncover deeper motivations and attitudes, so it is worth turning to neuromarketing research. With the tools of neuroscience, we have the opportunity to gain a deeper understanding of how consumers think. Our aim was to provide a systematic literature review summarising the results of neuromarketing research in the food industry in Hungary and highlighting the potential applications. Our research used a systematic literature review that analysed the results of the literature relevant to the research in a structured and transparent way. The methodology was based on the PRISMA model, which allowed us to evaluate the results in a structured way after defining the main criteria. The review revealed that the most popular neuromarketing tool in the last five years has been the eye tracking, often combined with EEG, face scanning, pre- and post-questionnaires. In addition, it has been found that the food industry is increasingly using neuromarketing to determine the content of advertisements and to select packaging.