Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda

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 currently used in the marketing mix, and highlights the neural responses of consumer’s behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research.