Neuro-insights: a systematic review of neuromarketing perspectives across consumer buying stages

Abstract

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.

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