A Review and Analysis on Recent Trends of 
Neuromarketing Research

Yanjie Yong

doi:10.70711/memf.v2i4.5376

A Review and Analysis on Recent Trends of Neuromarketing Research

Yanjie Yong

Abstract

In the recent decades, neuromarketing has been prevalent in both marketing practices and academic researches. Neuromarketing is
an application of neuroimaging and psychological tools into marketing researches. The purpose is to figure out consumers behaviour such as
emotion, attitude and purchasing decisions towards products, brands and corporations. This study aims to summarize recent literature in the
field of NM, with a bibliometric analysis of selected empirical and review papers that used neuromarketing in the last few years. After which,
a brief summary of different techniques employed in the empirical research. It is found that functional magnetic resonance imaging (fMRI),
electroencephalography (EEG), and eyetracking (ET) are the most popular metabolic, neuroimaging and psychological tools. We hope that
this study tosses some light into NM researches and NM techniques used in marketing research.

Keywords

Marketing; Customer Behavior; Neuromarketing Research

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References

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DOI: http://dx.doi.org/10.70711/memf.v2i4.5376

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