Neuromarketing tools used in the marketing mix: a systematic literature and future research agenda

• Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Abdullah, Mazilah, Ahmad Khraiwish, Ahmad Khraiwish, Ashaari, Azmirul
• Format: Article
• Language: English
• Published: SAGE Publications Inc. 2023
• Subjects: HD Industries. Land use. Labor
• Online Access: http://eprints.utm.my/106716/1/AhmedHAlsharif2023_NeuromarketingToolsUsedintheMarketing.pdf; http://eprints.utm.my/106716/; http://dx.doi.org/10.1177/21582440231156563

Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are curre...