Review of Literature on the Concept of Neuromarketing in the Hospitality Industry

2023

Abeer Al*Nafjan, Mashael Aldayel[9]

 * Neuro*tourism applies neuroscience in tourism for marketing improvements.
* Methods include BCI, eye*tracking, galvanic skin response for analysis.

 * Analyse trends in neuro*tourism research over 12 years.
* Identify the lack of artificial intelligence integration in neuro*tourism studies.

 * Neuro*tourism lacks integration of artificial intelligence techniques.
* Advancements in technology and research collaboration will facilitate field growth.

 * Neuro*tourism allows for extracting subconscious information from tourists to improve marketing tactics.
* The field of neuro-tourism is growing, but there is a lack of integration of artificial intelligence techniques.

 * The number of published articles on neuro*tourism has significantly increased.
* There is a lack of integration of artificial intelligence techniques in neuro*tourism studies.

 * Analysed 52 articles in neuro*tourism research for trends.
* Identified lack of artificial intelligence integration in studies.

 * Extract subconscious tourist emotions for personalised tourism products.
* Improve marketing tactics in the tourism industry using neuroscience techniques.

2023

Asra Al Fauzi, Lidya Ari Widyarini[10]

 * Neuromarketing tools for understanding consumer behaviour
* Techniques include fMRI, EEG, facial expressions, and more.

 * Study neuropsychological mechanisms guiding consumer decision-making and behaviour.
* Measure behavioural responses based on psychology using neuroscience tools.

 * Neuromarketing tools help understand consumer behaviour through brain activity measurement.
* Traditional techniques lack unconscious emotional response information in consumer behaviour.

 * Neuromarketing tools can predict consumer behaviour.
* Parameters such as cognitive information and excitement are important.

 * Neuromarketing tools can predict consumer behaviour and measure advertising effectiveness.
* Companies like BBC, Coca-Cola, Ford, and L'Oreal have used neuromarketing.

 * Predicting consumer behaviour using neuromarketing tools
* Companies like BBC, Coca-Cola, and Ford utilise neuromarketing techniques

 * Neuromarketing tools can help predict the effectiveness of advertising campaigns.
* Marketers can use tools such as fMRI, eye tracking, EEG, facial expressions, and GSR to measure consumer behaviour.

2023

Bansal, R., Pruthi, N., Bansal, T., & Chaudhary, A. [11]

 * Neuromarketing is an integrative field that combines marketing, psychology, and neuroscience.
* It offers insights into customers' cognitive decision-making systems using neuroscience techniques.

 * Explore tools, roles, and ethical concerns of neuromarketing.
* Identify neural-level functions in customers' brains for marketing insights.

 * Neuromarketing explores neural functions in customers' brains for insights.
* Neuromarketing provides knowledge about customers' cognitive decision-making systems.

 * Neuromarketing offers fresh perspectives and potent methods for marketing research.
* It provides insightful knowledge about customers' cognitive decision-making systems.

 * Exploring tools, roles, and ethical concerns of neuromarketing.
* Provides insights into customers' cognitive decision-making system.

 * Neuromarketing offers fresh perspectives and potent methods for marketing research.
* It provides insightful knowledge about customers' cognitive decision-making systems.

 * Provides fresh perspectives and potent methods for marketing research
* Helps marketers understand customers' cognitive decision*making system at a neural level

2023

López*Rodríguez, C. E., &Aguja, F. A. P. [12]

 * Analyzes neuromarketing impact on internationalising hotel services in Bogota, Colombia.
* Emphasizes user experience and decision-making benefits in the hotel market.

 * Analyze neuromarketing impact on internationalising hotel services in Bogota
* Associate company size with influential factors in hotel internationalisation

 * Neuromarketing elements crucial for internationalising hotel services in Colombia.
* User experience and decision-making benefits of neuromarketing in the hotel market.

 * Business development, eye-tracking, and design are fundamental for internationalisation.
* Neuromarketing ensures a favourable user experience and facilitates decision-making.

 * Business development, eye-tracking, and design are fundamental for internationalisation.
* Neuromarketing ensures a favourable user experience and facilitates service decision-making.

 * Business development, eye*tracking, and design crucial for internationalising hotel services.
* Neuromarketing ensures a favourable user experience and facilitates hotel decision-making.

 * Neuromarketing aids in internationalising hotel services through user experience enhancement.
* Business development and design are crucial for hotel service internationalisation.

2023

Ricardo Patricio Medina Chicaiza[13]

 * The paper proposes using neuromarketing as an alternative to advertising in medical services.
* It addresses the lack of specialised marketing in medical centres.

 * Develop advertising content in medical services using neuromarketing.
* Address the lack of specialised marketing in medical centres for advertising content.

 * No specific hypotheses are mentioned in the text.
* Hypotheses are not part of the discussed content.

 * Neuromarketing is an alternative method for developing specialised medical advertising.
* The stages of the advertising strategy are supported by neuromarketing tools and techniques.

 * The paper proposes the use of neuromarketing as an alternative to medical advertising.
* The paper suggests a strategy for developing advertising content in medical services.

 * Utilization of neuromarketing tools in medical advertising strategy.
* Bibliographic study to support information on medical advertising and neuromarketing.

 * Improved marketing strategies for medical centres using neuromarketing techniques.
* Development of specialised advertising content for medical services.

2022

Arijit Goswami, G. K. Deshmukh[14]

 * Neuromarketing is an emerging interdisciplinary discipline
* It blends psychology, neuroscience, and economics

 * Study the influence of neuromarketing tools on consumer purchasing behaviour
* Enhance the application of neuromarketing methods for understanding customer preferences

 * Neuromarketing tools influence purchasing behaviour.
* Neuromarketing methods gauge customer preferences for purchasing decisions.

 * Neuromarketing is an emerging interdisciplinary discipline.
* It provides insight into consumer decision-making.

 * Neuromarketing is an emerging interdisciplinary discipline.
* It provides insight into consumer purchasing behaviour.

 * Neuromarketing gives insight into the subliminal mind in decision-making.
* Neuromarketing tools help understand consumer purchasing behaviour.

 * Insight into the subliminal mind for decision-making
* Enhanced application of neuromarketing methods for consumer preferences

2022

Asad Ullah, Gulsher Ali Baloch, Ahmed Ali, Abdul Baseer Buriro, Junaid Ahmed, Bilal Ahmed, Saba Akhtar[15]

 * The paper proposes a predictive modelling method for recognising consumer preferences for online products using EEG signals and machine learning.
* The study achieves relatively high accuracy in product*wise classification using Artificial Neural Networks and Support Vector Machine.

 * Predict customer preferences for e-commerce products using EEG signals.
* Investigate tuning of classifiers for improving product*wise and subject*wise classification.

 * EEG signals can predict customer preferences for e-commerce products.
* Neuromarketing techniques can increase the success of new product launches.

 * The proposed framework effectively predicts customer product selection preferences using EEG signals.
* The framework provides a superior solution compared to traditional methods of predicting product success.

 * Subject*wise classification results: ANN achieved 50.40% accuracy, k*Nearest Neighbors achieved 60.89% accuracy.
* Product*wise classification results: ANN achieved 81.23% accuracy, and Support Vector Machine achieved 80.38% accuracy.

 * Predictive modelling for product consumer preferences using EEG signals.
* Achieved high accuracy in product classification with machine learning.

 * Neuromarketing can be used to determine customer preferences for decision-making.
* Machine learning techniques can be applied to analyse EEG signals for product classification.

2022

Boz, H., & Koç, E.[16]

 * Discusses the role of psychophysiological tools in tourism and hospitality research.
* Explains the use of EEG, Eye Tracker, GSR, and Facial Recognition.

 * Understand customers' reactions and emotions in tourism and hospitality.
* Explore the role of neuromarketing tools in service encounters.

 * Neuromarketing tools help understand customer reactions and emotions in service encounters.

 * Psychophysiological tools are valuable in understanding customers' reactions and emotions.
* Tools such as EEG, Eye Tracker, GSR, and Facial Expression Recognition are useful.

 * The paper discusses the role and potential of psychophysiological tools in tourism and hospitality research.
* It explains the use of tools such as EEG, Eye Tracker, and Facial Expression Recognition in understanding customer reactions and emotions.

 * Discusses the role and potential of psychophysiological tools in tourism research.

 * Enhances understanding of customer emotions in tourism and hospitality.
* Helps improve service quality based on customer reactions and emotions.

2022

Dsouza Prima Frederick[17]

 * The paper explores the concept of neuromarketing and its influence on customer decision-making.
* It highlights the importance of neuromarketing principles for understanding consumer behaviour and planning marketing strategies.

 * Explore the relevance and implications of neuromarketing in the marketing field.
* Analyze benefits, limitations, ethical concerns, and future potential of neuromarketing.

 * Neuromarketing hypotheses focus on consumer behaviour, decision-making, and advertising effectiveness.
* Hypotheses explore the impact of neuroscience on marketing strategies.

 * The neuromarketing concept has potential for future development.
* Benefits, limitations, ethical issues, and future potential discussed.

 * Neuromarketing has gained importance in various fields of marketing.
* The study highlights the benefits, limitations, ethical issues, and future potential of neuromarketing.

 * Neuromarketing helps marketers understand consumer mindset and predict reactions.
* The paper discusses neuromarketing's benefits, limitations, and ethical issues.

 * Neuromarketing offers new channels for marketing research and analysis.
* It helps marketers understand consumer behaviour and develop effective marketing strategies.

2022

Fabiano De Abreu Agrela Rodrigues, Flávio de Fava Sanches[18]

 * Neuromarketing is a technique used to understand consumer behaviour and motivations.
* The study explores the application of neuromarketing in optimizing business processes.

* Presenting the application of methods involving neuromarketing in the negotiation process.

* Contribute to the construction of reference theoretical knowledge about neuroscience and innovation.

* Presenting the application of methods involving neuromarketing in the negotiation process.

 * Neuromarketing optimises business processes and boosts targeted sales.
* Understanding consumer behaviour through neuroscience enhances business profitability.

 * Neuromarketing can optimise business processes and improve sales results.
* Understanding consumer behaviour through neuroimaging techniques is essential for success.

 * The paper presents the application of neuromarketing in optimising business processes.
* It highlights the importance of understanding consumer behavior and motivations.

 * Construction of reference theoretical knowledge about neuroscience, organizational structure and innovation.

 * Neuromarketing can be used to optimize and improve business processes.
* Understanding consumer behaviour through neuromarketing can lead to better decision-making.

2022

G Komninos[19]

 * Neuromarketing is a branch of neuroscience that understands consumer's brain structure.
* It helps develop attractive products and advertising that drive consumer spending.

 * Understand consumer brain structure for product development
* Create attractive, neuro*sensory products for consumer consumption

 * Neuromarketing aims to understand consumer brain structure for product development.
* Big companies benefit from neuromarketing in influencing consumer emotions and reasoning.

 * Neuromarketing is an innovative branch of neuroscience that helps understand consumer behaviour.
* Big companies have benefited from neuromarketing to create attractive products.

 * Neuromarketing provides an understanding of the consumer's brain structure for product development.
* Big companies benefit from neuromarketing by creating attractive products for consumers.

 * Understand brain structure to develop attractive products and publicity.
* Big companies benefit from emotion and reasoning behind purchases.

 * Neuromarketing can be used to understand consumer preferences and develop attractive products.
* Big companies have benefited from using neuromarketing to influence consumer behaviour.

2022

Javier Leonardo Grajales Mantilla, Vannya Esther Mendez Chavez[20]

 * Neuromarketing is a new approach to understanding consumer behaviour.
* It involves studying the nervous system and perception to analyse consumer behaviour.

 * Describe the neuromarketing concept and its importance in understanding consumer behaviour.
* Highlight the study of the nervous system and perception in marketing.

 * Neuromarketing explores consumer behaviour through understanding mental processes.
* Understanding perception and the nervous system aids in consumer behaviour analysis.

 * Neuromarketing is a new approach to understanding consumer behaviour.
* Understanding perception is important for marketing strategies.

 * Describes the concept of neuromarketing and its importance for marketing.
* Emphasizes the need to understand consumer perception and implement strategies.

 * Understanding consumer behaviour through mental processes
* Importance of neuromarketing for marketing strategies and organisations

 * Understanding consumer behaviour through neuroscience and perception.
* Implementing strategies based on mental processes for marketing effectiveness.

2022

Monika Gupta; Sandhir Sharma; Shubhi Bansal[21]

 * Neuromarketing: a study on the impact of branding and advertising on the human brain.
* Analyzing formal education in neuromarketing during Covid times.

 * Analyze current and future formal education scenarios in neuromarketing.
* Understand the viewpoints of youth and educationists on neuromarketing education.

 * Analyzing formal education scenario in neuromarketing during Covid times.
* Understanding viewpoints of youth and educationists on neuromarketing education.

 * Neuromarketing is an emerging field of interest for big corporates.
* There is a need for certified professionals in neuromarketing.

 * The paper analyses the current and future scenario of formal education in neuromarketing.
* The researcher considers the viewpoints of youth and educationists in this context.

 * Analyzing current and future formal education scenarios in neuromarketing.
* Understanding viewpoints of youth and educationists in the neuromarketing domain.

 * Demand for certified professionals in neuromarketing is increasing.
* Formal education in neuromarketing is gaining importance in the industry.

2022

Rizwan Raheem Ahmed, Dalia Streimikiene, Zahid Ali Channar, Hassan Abbas Soomro[22]

 * Neuromarketing is a costly technique for designing marketing strategies.
* Neural networks offer a cost-effective alternative for predicting consumer buying behaviour.

 * Examine neural networks as an alternative to traditional neuromarketing tools.
* Investigate predictive consumer buying behaviour using artificial intelligence.

 * Neural network is a cost-effective alternative to traditional neuromarketing tools.
* Neural networks can predict consumer buying behaviour effectively in advertising.

 * Neural networks are a cost-effective and powerful alternative to traditional neuromarketing tools.
* Artificial neural networks can be used to examine consumer buying behaviour.

 * Neural networks are a cost-effective alternative to traditional neuromarketing tools.
* Neural networks can predict consumer buying behaviour in advertising campaigns.

 * Neural network is a cost-effective alternative to traditional neuromarketing tools.
* Significant implications for future researchers and brand managers in sectors.

 * Neural networks are a cost-effective alternative to traditional neuromarketing tools.
* The study has implications for future researchers and brand managers.

2022

Shreyasi Pranjal, Pradhyuman Singh Lakhawat[23]

 * Neuromarketing is a new field that studies consumer responses to marketing stimuli.
* It helps in understanding consumer motivations, preferences, and decision-making.

 * Study consumer motivations, preferences, and decisions related to market situations.
* Gain insight into consumer responses to marketing stimuli.

 * Neuromarketing helps study consumer behaviour and predict decision-making.
* It measures physiological and neural signals to gain consumer insights.

 * Neuromarketing helps study consumer behaviour and predict decision-making.
* It can reduce uncertainty and provide insights into consumer motivations and preferences.

 * The paper provides an overview of the neuromarketing approach.
* It highlights how neuromarketing can help in studying consumer behaviour.

 * Neuromarketing helps measure the physiological and neural signals of the brain.
* It provides insight into consumer motivations, preferences, and decisions.

 * Neuromarketing can help understand consumer motivations, preferences, and decisions.
* It can be used to predict and manipulate consumer decision-making.

2021

Ahmed H. Alsharif, Nor Zafir Md Salleh, RohaizatBaharun[24]

 * Neuromarketing uses neuroscience tools to study consumer behaviour
* Emotional and cognitive processes receive attention in NM

 * Study neural correlates of consumer behaviour and cognitive and emotional processes.
* Analyze activity regions in consumers' brains when exposed to stimuli.

 * Focus on emotional and cognitive processes in consumer behaviour.
* Utilize neuroscience tools to study neural correlates of decision-making.

 * Neuromarketing uses neuroscience tools to study consumer behaviour.
* Emotional and cognitive processes receive attention in NM.

 * Neuromarketing uses neuroscience tools to study consumer behaviour
* Emotional and cognitive processes receive attention in NM

 * Neuromarketing uses neuroscience tools to study consumer behaviour and decision-making processes.
* It provides precise information about brain activity when exposed to marketing stimuli.

 * Neuromarketing provides precise information about brain activity in response to marketing stimuli.
* It aids in shaping and understanding future research directions in marketing.

2021

Ahmed H. Alsharif, Nor Zafir Md Salleh, RohaizatBaharun[25]

 * NM studies use FMRI, EEG, and ET to understand consumer behaviour.
* Tools provide insights into mental and physiological reactions to stimuli.

 * Understand mechanisms of decision-making in the consumer's brain towards marketing stimuli.
* Use state-of-the-art technology to gauge consumer responses effectively.

 * Neuromarketing tools enable gauging consumers' neurometrics and biometrics responses.
* Provide valuable information about physiological and mental reactions towards marketing stimuli.

 * NM tools provide valuable insights into consumer behaviour
* EEG, fMRI, and ET gauge neurotics and biometrics responses

 * NM tools like fMRI, EEG, and ET gauge consumer responses
* Provide valuable information about physiological and mental reactions

 * NM tools like fMRI, EEG, and ET gauge consumer responses effectively.
* Provide valuable insights into consumer behaviour that are impossible to obtain through traditional methods.

 * Neuromarketing tools provide insights into consumer behaviour that are impossible to obtain through traditional methods.
* EEG, FMRI, and ET gauge neurometrics and biometrics responses effectively.

2021

Ahmed H. Alsharif, Nor Zafir Md Salleh, RohaizatBaharun, Alharthi Rami Hashem E, Alharthi Rami Hashem E[26]

 * Neuromarketing is the application of neuroimaging and physiological tools in consumer behaviour research.
* It focuses on recording neural correlates of decision*making, emotion, attention, and memory.

 * Analysed neuromarketing research trends in the last five years.
* Examined neural correlates of consumers' behaviour using neuroimaging tools.

 * Hypotheses related to NM research trends and outcomes.
* Testing effects of neuromarketing on consumer behaviour and preferences.

 * The paper provides a bibliometric analysis of neuromarketing research in the last five years.
* The paper discusses the application of neuroimaging and physiological tools in studying consumers' behaviour.

 * The paper provides a bibliometric analysis of neuromarketing research in the last five years.
* The paper focuses on the application of neuroimaging and physiological tools in recording consumers' behaviour.

 * Application of neuroimaging and physiological tools in consumer behaviour analysis.
* Recording neural correlates of decision-making, emotion, attention, and memory.

 * Insights for marketers to understand consumer behaviour using neuroimaging tools.
* Potential for improving marketing strategies based on neural correlates research.

2021

Bitty Sebastian[27]

 * Neuromarketing studies consumer behaviour using brain research, economics, and neuroscience.
* Impact of reputation campaigns, brands, and items on consumer decisions.

 * Examine the impact of reputation campaigns, brands, and items on consumers.
* Analyse consumer reactions to marketing stimuli using neuromarketing tools.

 * Neuromarketing is a promising field in marketing science.
* Primary and secondary data were analysed using statistical tests.

 * Neuromarketing examines the impact of campaigns, brands, and items on consumers.
* Primary data was collected from 200 samples in Ernakulam District.

 * Neuromarketing studies the impact of campaigns, brands, and items on consumers.
* Primary data was collected from 200 samples in Ernakulam District.

 * Neuromarketing helps understand consumer reactions before promotional activities.
* Primary and secondary data were analysed using statistical tests for insights.

2021

Manuel Cortés Cuns[28]

 * Neuromarketing uses neuroscience to understand consumer behaviour and influence decision-making.
* Techniques include fMRI, EEG, PET, and MEG to study brain activity.

 * Understand consumer behaviour and motivation
* Influence consumer choice through neuroscience techniques

 * Neuromarketing hypotheses: Influence consumer behaviour, understand motivation, and market products effectively.
* Classification of neuromarketing: It is not universally agreed upon; various perspectives exist.

 * Traditional marketing techniques are becoming less relevant.
* Neuromarketing provides a competitive advantage in understanding consumer behaviour.

 * The paper provides a theoretical review of the origin of neuromarketing.
* The paper discusses the neuroscientific techniques used to market products and services.

 * Understanding consumer behaviour and motivation
* Developing more effective marketing strategies

 * Neuromarketing helps understand consumer behaviour and motivation.
* It allows for more effective marketing strategies.

2020

Aida Azlina Mansor, Salmi Mohd Isa[29]

 * Neuromarketing combines neuroscience and marketing for consumer analysis insights.
* Focuses on the subconscious mind, preferences, motivations, and predicting behaviour.

 * Explain fundamental concepts of neuromarketing for marketing research.
* Develop effective approaches for better consumer services through scientific methods.

 * Neuromarketing provides insights into consumer preferences, motivations, and behaviour.
* Neuromarketing complements traditional marketing methods rather than replacing them.

 * Neuromarketing offers valuable resources for marketing research.
* Challenges include lack of experience, high costs, and lack of accessibility to resources.

 * Neuromarketing provides insights into consumer preferences and behaviour.
* Neuromarketing complements traditional marketing methods.

 * Application of neuroscientific methods in marketing research
* Providing information on consumer preferences and behaviour

 * Neuromarketing offers valuable resources for marketing research.
* It can lead to more effective customer segmentation.

2020

Gunjan Mishra, Mithi Shukla[30]

 * Neuromarketing is a field that combines neuroscience and market research.
* It aims to understand the physiological and psychological responses of consumers to stimuli.

 * Understand consumer behaviour through neuroscience and market research techniques.
* Analyze the evolution of neuromarketing studies on consumer behaviour.

 * Neuromarketing aims to understand consumer behaviour through neuroscience and market research.
* Techniques like Eye Tracking, EEG, fMRI, and Galvanic Skin Response were utilised.

 * Neuromarketing can help understand the cognitive processes of consumers.
* Major advances are being made in marketing.

 * Major advances are being made in the marketing area.
* Neuromarketing can help understandthe cognitive processes of consumers.

 * Understanding consumer psychology through neuroscience and market research techniques.
* Advancements in marketing understanding cognitive processes and decision-making of consumers.

 * Neuromarketing can help understand consumer behaviour and influence decision-making.
* Techniques like eye tracking, EEG, fMRI, and facial analysis can be used to study consumer responses.

2020

Natalia Abuín Vences, Jesús Díaz*Campo, Daniel Francisco García Rosales[31]

 * Social networks changed organisation relations from asymmetric to symmetric.
* Neuromarketing enhances the emotional connection between organisations and social media users.

 * Review the effectiveness of neuromarketing in emotional connection on social networks.
* Explore the importance of sociology and psychology in social network communication.

 * Neuromarketing enhances the emotional connection between organisations and users on social networks.
* Social influence plays a significant role in user behaviour on social media.

 * Neuromarketing is an effective tool for improving emotional connection in social networks.
* Social influence plays a significant role in user behaviour on social media.

 * Neuromarketing is an effective tool for improving the emotional connection between organisations and users in social networks.
* Social influence plays a significant role in user behaviour on social networks.

 * Neuromarketing is important in the emotional connection between organisations and users.
* Social influence and user behaviour in social networks.

 * Neuromarketing enhances the emotional connection between organisations and social media users.
* Social influence in networks affects user behaviour and engagement.

2020

Nerio Ramón Olivar Urbina[32]

 * Neuromarketing used to design strategies for marketing mix of new product
* Unconscious psycho*emotional elements and product characteristics influence buying decisions

 * Design strategies for marketing mix in product development
* Explore unconscious psycho*emotional elements influencing buying decisions

 * Unconscious psycho*emotional elements influence buying decisions.
* Neuromarketing is effective for positioning new products.

 * Unconscious psycho*emotional elements influence buying decisions
* Neuromarketing is an effective tool for positioning new products

 * Main reasons behind buying decisions are unconscious psycho*emotional elements.
* Neuromarketing is a reliable and precise tool for positioning new products.

 * Unconscious psycho*emotional elements influence buying decisions.
* Neuromarketing is effective for positioning new products.

 * Neuromarketing provides a deep understanding of unconscious buying decisions.
* Neuromarketing is effective for positioning new products.

2020

Pierina Elizabeth Castro*García, Halder Yandry Loor*Zambrano[33]

 * Estudiosobre neuromarketing para aumentarventasenfuneraria.
* Se aplicóencuesta a clientes para evaluarsatisfacción del servicio.

 * Design neuromarketing strategies to increase effective sales.
* Understand customer responses to improve commercial activities.

 * Neuromarketing strategies increase effective sales in Jardines de Manabí.
* Neuromarketing contributes to the advancement of commercial activities in various companies.

 * The study found low variability in the amounts of customer withdrawals.
* Customers tend to have low satisfaction and lack information about the services.

 * The paper discusses the use of neuromarketing strategies to increase sales in a funeral company.
* The paper concludes that neuromarketing can contribute to the success of businesses.

 * Neuromarketing contributes to advancing commercial activities for international and national companies.
* Consider various factors when implementing proposed neuromarketing strategies.

 * Neuromarketing strategies can enhance sales in funeral services.
* Customer satisfaction and information influence customer retention in funeral services.

2020

Raquel Tinoco*Egas, Oscar Juanatey*Boga, Valentín*Alejandro Martínez*Fernández[34]

 * Neuromarketing combines neuroscience tools with marketing for innovative solutions.
* Tools like EEG and EDA are used for marketing problem-solving.

 * Analyze theoretical aspects of neuromarketing.
* Identify essential tools for application and measurement in neuromarketing.

 * Neuromarketing tools enhance market research for academia and empirical practices.
* Electroencephalography and electrodermal activity are key measurement tools.

 * Neuromarketing combines neuroscience and marketing for significant solutions.
* Tools like electroencephalography and electrodermal activity are used.

 * The paper discusses the theoretical aspects of neuromarketing and its measurement tools.
* The paper highlights the importance of electroencephalography and electrodermal activity in neuromarketing studies.

 * Combines neuroscience with marketing and offers unique solutions for various sectors.
* Tools like EEG and electrodermal activity used for business problems.

 * Neuromarketing tools: EEG, electrodermal activity, solve business and marketing problems.
* Combining psychophysiological data with questionnaire responses for insights.

2020

Suheela Shabir[35]

 * Neuromarketing techniques offer innovative methods for understanding consumer behaviour.
* Neuromarketing has a strong influence on consumer buying behaviour and decision-making.

 * Evaluate consumer behaviour using neuromarketing techniques.
* Explore the impact of neuromarketing on decision-making processes.

 * Neuromarketing tools influence consumer behaviour, preferences, and decision-making.
* Neuro marketing enhances marketing inputs like advertising, pricing, and branding.

 * Neuro marketing offers new avenues in marketing.
* Ethical aspects and research protocols need improvement.

 * Neuromarketing influences consumer behaviour, advertising, pricing, and decision-making.
* Neuromarketing complements traditional research for a better understanding of consumer behaviour.

 * Neuromarketing influences consumer buying behaviour, advertising, pricing, and distribution.
* Neuro marketing offers innovative methods for probing consumer minds directly.

 * Neuro marketing enhances understanding of consumer behaviour for effective marketing.
* Ethical considerations and research protocols need to be developed.

2019

Sadhna Shukla[36]

 * Neuromarketing examines brain responses to marketing stimuli.
* Traditional marketing research approaches provide biased solutions.

 * Explore brain responses to marketing stimuli for consumer behaviour understanding
* Compare traditional marketing with advanced neuromarketing research approaches

 * Neuromarketing explores brain responses to marketing stimuli for consumer behaviour.
* Integrates methodologies to probe and synthesise customer's underlying emotions.

 * Neuromarketing provides hidden insight into consumer behaviour.
* Ethical issues and dilemmas faced by neuromarketing companies.

 * Provides an integrative outline of tools and technologies used in neuromarketing
* Explores methodologies to reveal consumer decision-making mysteries

 * Provides an integrative outline of tools and technologies used in neuromarketing
* Explores methodologies to reveal consumer decision-making mysteries

 * Provides an integrative outline of tools and technologies used in neuromarketing
* Explores methodologies to reveal consumer decision-making mysteries

2018

Lino Barbasso, Giuseppe Tardivo, Milena Viassone, Francesca Serravalle[37]

 * Traditional marketing limitations are overcome by neuromarketing for consumer behaviour insights.
* Neuromarketing focuses on brain parts influenced by advertising messages.

 * Highlight the influence of neuromarketing on consumer decisions
* Detail parts of brain advertising messages act on

 * Neuromarketing positively influences the measurement of consumer behaviour.
* Traditional marketing methods have limitations related to the subjectivity of responses.

 * Neuromarketing allows managers to understand consumer thoughts and emotions.
* Neuromarketing positively impacts the measurement of consumer behaviour.

 * Positive effects on measuring consumer behaviour
* Provides theoretical and managerial implications

 * Neuromarketing allows a direct understanding of consumer thoughts, emotions, and intentions.
* Highlights the impact of advertising messages on specific parts of the brain.

 * Directly understand consumer thoughts, emotions, and intentions.
* Measure the impact of advertising messages on consumer choices.

2018

Sergio Orlando Botello Bermúdez, Karem Tatiana Suárez Vega[38]

 * Review of global neuromarketing literature trends and research gaps.
* Thematic exploration guides academic production in the neuromarketing field.

 * Identify trends and gaps in neuromarketing literature worldwide.
* Guide academic production practices in the field of neuromarketing.

 * Identified empirical trends and gaps in neuromarketing literature.
* Lack of systematic reviews and specialised journals in neuromarketing.

 * Neuromarketing provides relevant information for consumer reactions and advertising messages.
* Implementation of neuromarketing principles is increasing but requires specialised teams and funding.

 * The number of publications on neuromarketing has increased significantly over time.
* The main empirical trends in neuromarketing include factors such as the influence of TV and commercials, measurement through magnetic resonance, and the role of reputation.

 * Identification of empirical trends and gaps in the literature on neuromarketing.
* Exploration of various topics related to neuromarketing for academic production.

 * The paper suggests that applying the suggestions can change the general perception of neuromarketing and build a strong community that benefits both large and small companies.
* The paper identifies trends and gaps in the literature on specific topics in neuromarketing.

2017

Ming Hsu[39]

 * Brain-based approaches complement traditional methods in understanding customer attitudes.
* Practical guidance for managers on validation and generation of insights.

 * Validate and generate insights using traditional and brain-based methods.
* Emphasize the complementarity of traditional and brain-based approaches to understanding customers.

 * Validation and hypothesis testing are hallmarks of evidence-based management.
* Brain-based approaches complement traditional methods in understanding customer insights.

 * Brain-based approaches complement traditional methods in understanding customers.
* Managers can validate existing insights and generate novel insights.

 * Practical guidance for managers on brain-based approaches in marketing.
* Emphasizes traditional and brain-based approaches as complementary for understanding customers.

 * Brain-based approaches for understanding customer thoughts, feelings, and intentions.
* Emphasizes traditional and brain-based approaches as complements in understanding customers.

 * Brain-based approaches complement traditional methods for understanding customers.
* Enable validation of existing insights and generation of novel insights.

2017

Mona Kansal[40]

 * Neuromarketing uses neuroscience techniques to understand consumer buying behaviour.
* Techniques used include fMRI, EEG, eye tracking, PET, MEG, and GSR.

 * Understand consumer buying behaviour using neuroscience techniques
* Analysethe growth and expansion of the Neuromarketing market worldwide

 * Neuromarketing helps understand consumer behaviour for better marketing decisions.
* Techniques like fMRI, EEG, Eye Tracking, PET, MEG, and GSR are used.

 * Neuromarketing uses neuroscience techniques to understand consumer behaviour.
* Techniques such as fMRI, EEG, eye tracking, etc. are used.

 * The paper studies neuromarketing as a tool to understand consumer buying behaviour.
* The paper analyses the growth and expansion of the neuromarketing market worldwide.

 * Understanding consumer buying behaviour through neuroscience techniques
* Analysing growth and expansion of the Neuromarketing market worldwide

 * Understanding consumer behaviour for better marketing decisions
* Analysis of growth and expansion of the neuromarketing market

2017

Steven J. Stanton, Walter Sinnott*Armstrong, Scott A. Huettel[41]

 * Neuromarketing uses neuroscience to study consumer behaviour and decision-making.
* Ethical concerns were addressed, and a potential positive impact on society was highlighted.

 * Identify ethical concerns and potential risks in neuromarketing research.
* Propose steps to mitigate ethical risks and protect consumers.

 * Ethical concerns with neuromarketing practices and potential misuse identified.
* Steps suggested to mitigate ethical risks and reduce threats to consumers.

 * Neuromarketing has the potential for a positive impact on society and consumers.
* Ethical concerns can be mitigated with proper practices.

 * Ethical concerns in neuromarketing research practices in the industry identified.
* Steps to mitigate ethical risks and reduce threats to consumers proposed.

 * Articulating common ethical concerns with neuromarketing
* Identifying potential ethical issues in industry practices

 * Neuromarketing has the potential to enhance consumers' experiences.
* Consumers can make free choices even if influenced by physiological factors.

2017

Terry Daugherty, Ernest Hoffman[42]

 * Neuromarketing uses neuroscience to analyse and understand consumer behaviour.
* Embraced for scientific measurement and reducing uncertainty in marketing research.

 * Analyse and understand consumer behaviour using neuroscientific research methods
* Provide marketers with means to reduce uncertainty in marketing research

 * Neuromarketing offers objective measurement over subjective research methods.
* Diagnostic and evaluative behavioural research can reduce uncertainty for marketers.

 * Neuromarketing provides scientific and objective measurements for analysing consumer behaviour.
* The full potential of neuromarketing has yet to be unlocked.

 * Provides an explanation of common neuromarketing techniques
* Presents a contextual framework for understanding marketing research outcomes

 * Objective measurement is preferred over subjective methods like surveys and focus groups.
* Diagnostic and evaluative research can reduce uncertainty for marketers.

 * Provides means to analyse and understand consumer behaviour effectively.
* Helps reduce uncertainty in marketing research through objective measurement methods.

2017

Yrd. Doç. Dr.Gülberk Gültekin Salman, Ar. Gör. Burçak Parker [43]

 * Neuromarketing studies analyse consumer purchasing tendencies for efficient advertising budget use.
* Focus on the rise, techniques, and effects of neuromarketing in Turkey.

 * Analyse neuromarketing studies globally and in Turkey.
* Evaluate the positive and negative effects of neuromarketing efforts in Turkey.

 * Neuromarketing studies aim to analyse consumers' purchasing tendencies efficiently.
* Neuro*depth interviews with marketing professionals evaluate positive and negative effects.

 * The paper examines the rise and functioning of neuromarketing and its techniques.
* The paper presents the analysis and results of advertising techniques in Turkey.

 * The paper examines the rise and functioning of neuromarketing parameters.
* The paper presents the history, analysis, and results of neuromarketing techniques in Turkey.

 * Analysing consumers' purchasing tendencies
* Developing efficient advertising techniques for effective budget utilisation

 * Develops neuromarketing techniques for efficient advertising budget use.
* Analysesthe positive and negative effects of neuromarketing efforts.

2016

Dijana Ćosić[44]

 * Neuromarketing combines psychology, economics, and consumer neuroscience.
* Techniques like eye tracking measure respondent's reactions.

 * Gain insight into unconscious drivers of choice and preference.
* Discover the respondent's reactions to different stimuli using neuromarketing techniques.

 * Neuromarketing studies aim to understand unconscious drivers of choice.
* Traditional methods upgraded with techniques like eye tracking in research.

 * Neuromarketing combines psychology, economics, and consumer neuroscience.
* Eye tracking is a widely used neuromarketing technique.

 * Eye tracker recorded fixations in defined areas of interest
* One scene in the commercial drew more attention

 * Combines behavioural psychology, economics, and consumer neuroscience
* Measures respondent's reaction to different stimuli

 * Small sample size limits the generalizability of findings
* Fixed colour and positioning introduce potential bias

2016

Jorge Álvarez*Calderón, Irene García*Rondón [45]

 * It focuses on Neuromarketing and Neuro-Linguistic programming for creativity

 * Create a new culture based on multiple intelligence and creativity.
* Implement Neuromarketing and Neurocommunication strategies for business growth.

 * Promotes new culture based on multiple intelligence and neuroscience techniques.
* Focus on Neuromanagement, Neurogestion, Neurocommunication, and Neuromarketing strategies.

 * Incorporates Neuromanagement, Neurogestion, Neural communication, and Neuromarketing techniques.
* Aims to create a new culture based on multiple intelligences.

 * Neuromanagement, Neurogestion, Neural communication, Neuromarketing
* Create a new cultural business based in multiple intelligence.

 * Implement neuromarketing and Neural communication strategies to increase customer satisfaction.
* Create a new culture based on multiple intelligences and creativity.

2016

Manish Madan[46]

 * Neuromarketing reveals consumer desires using brain scanning technology for marketing strategies.
* Study focuses on key variables influencing acceptance of neuromarketing in India.

 * Identify key variables influencing acceptance of neuromarketing in India.
* Establish interrelationships of variables using Interpretative Structural Modelling.

 * Identify key variables influencing acceptance of neuromarketing in India.
* Establish interrelationships of variables using Interpretative Structural Modelling.

 * The paper identifies key variables that influence the acceptance of neuromarketing in Indian society.
* The paper establishes a structural framework for the smooth flow of neuromarketing in India.

 * Identified key variables influencing acceptance of neuromarketing in Indian society.
* Established a structural framework for the smooth integration of neuromarketing in India.

 * Identifying key variables that influence the acceptance of neuromarketing in India
* Establishing a structural framework for the smooth integration of neuromarketing in Indian society

 * Identifies key variables influencing acceptance of neuromarketing in Indian society.
* Establishes a structural framework for smooth integration of neuromarketing in India.

2016

Mikel Alonso López, María Francisca Blasco López, Víctor Molero Ayala[47]

 * Study on somatic marker theory in decision-making using fMRI.
* Emotions influence consumer decisions, impacting rational processes.

 * Explore the influence of emotions on the decision-making process.
* Investigate somatic marker theory in consumer behaviour.

 * Emotions influence decision*making process.
* Somatic markers accelerate decision-making for survival and energy saving.

 * Emotions play a significant role in decision-making and consumer behaviour.
* Somatic markers and future memories influence the decision-making process.

 * The somatic marker and future memories influence the decision-making process.
* Emotions play an important role in consumer behaviour and decision-making.

 * Emotions influence the decision-making process, adding positive or negative components.
* Emotions play a crucial role in consumer behaviour and decision-making.

 * Emotions influence consumer decisions, impacting marketing strategies.
* Somatic markers accelerate the decision-making process in consumer behaviour.

2015

Harit Kumar, Priyanka Singh[48]

 * Neuromarketing uses brain research in marketing, gaining popularity in academia.
* Focus on consumer contradictions, using neuroimaging, EEG, FMRI, and Eye Tracking.

 * Study role and emergence of neuromarketing in market research.
* Measure consumer behaviour using neuroimaging, EEG, FMRI, and Eye Tracking.

 * Neuromarketing is an effective tool for marketers in market research.
* Marketing research focuses on the physical body, mind, heart, and spirit.

 * Neuromarketing is an effective tool for marketers.
* Marketing research focuses on the physical body, mind, heart, and spirit.

 * The paper discusses the emergence and role of neuromarketing as a tool for market research.
* The paper explores the practices involved in neuromarketing

 * Neuromarketing simplifies market research by probing minds effectively.
* Marketing research focuses on the physical body, mind, heart, and spirit.

 * Simplifies probing minds for advertisers
* Utilizes neuroimaging, EEG, FMRI, and Eye Tracking for Research

2015

Neven Šerić, Marijana Jurišić, Duje Petričević[49]

 * Neuromarketing research potential for optimising tourist destination perception.
* Comparison of neuromarketing techniques with standard research methods.

 * Evaluate neuromarketing potential for optimising tourist destination brand perception.
* Compare neuromarketing techniques with standard research methods in tourism marketing.

 * Neuromarketing research can optimise destination offers for desired guest perception.
* No research has been found on the application of neuromarketing in destination brand management.

 * Neuromarketing techniques should be used in tandem with standard research.
* No research has been found on neuromarketing applications in destination brand management.

 * Neuromarketing techniques should be used in tandem with standard research.
* No research has been found on neuromarketing applications in destination brand management.

 * Comparison of neuromarketing techniques with standard research methods
* Evaluation of neuromarketing potential for destination brand management

 * Neuromarketing can optimise destination offer perception for potential guests.
* Neuromarketing techniques should be used in tandem with standard research.

2015

Sunita Kumar[50]

 * Neuromarketing delves into the subconscious mind to understand consumer behaviour.
* Investigates attention levels and their influence on users consciously and unconsciously.

 * Understand how attention levels influence users in advertising.
* Explore conscious and unconscious effects of different attention levels.

 * Consumers may not be aware of true feelings in situations.
* Neuromarketing can measure attention levels and influence users consciously/unconsciously.

 * Neuromarketing predicts consumer reactions accurately using brain activity.
* Neuromarketing impacts consumerism and the study of human behaviour significantly.

 * Neuromarketing measures attention levels from advertisement exposure.
* Different attention levels influence users consciously and unconsciously.

 * Consumers may not be aware of true feelings in situations.
* Neuromarketing shows the path to profitable branding and advertising business.

 * Neuromarketing helps understand consumer behaviour through brain activity analysis.
* Neuromarketing tools include MRI, skin response, eye tracking, and voice analysis.