Neuromarketing: a review of research and implications for marketing

• Main Authors: Nilashi, Mehrbakhsh, Samad, Sarminah, Ahmadi, Neda, Ahani, Ali, Abumalloh, Rabab Ali, Asadi, Shahla, Abdullah, Rusli, Ibrahim, Othman, Yadegaridehkordi, Elaheh
• Format: Article
• Language: English
• Published: Penerbit UTM Press 2020
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/87185/1/MehrbakhshNilashi2020_NeuromarketingaReviewofResearchandImplicationsforMarketing.pdf; http://eprints.utm.my/id/eprint/87185/; https://jscdss.com/index.php/files/article/view/223/0

In this research, we reviewed existing studies which used neuromarketing techniques in various fields of research. The results revealed that most attempts in neuromarketing have been made for business research. This research provides important results on the use of neuromarketing techniques, their limitations and implications for marketing research. We hope that this research will provide useful information about the neuromarketing techniques, their applications and help the researchers in conducting the research on neuromarketing with insight into the state-of-the-art of development methods.