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 RADINKA JOURNAL OF SYSTEMATIC
LITERATURE REVIEW

https://www.rjupublisher.com/ojs/index.php/RJSLR

Neuro-Marketing in Understanding Consumer Behavior: Systematic

Literature Review

Fisseha Dejene YADETEa, Shashi KANTb*

aDepartment of Marketing Management, College of Business & Economics, Bule Hora University,
Ethiopia
bDepartment of Management, College of Business & Economics, Bule Hora University, Ethiopia

*Corresponding author: skant317@gmail.com

Neuromarketing and its implicit and automated processes influence customer

decision-making and expose any concealed understanding of consumer behavior.
There is a rising interest in studying how consumers' brain responses affect their
decision-making process because one of the most important questions in today's
market is what motivates consumers to choose one product over another. Although
neuromarketing positions itself as one of the key fields of research targeted at
accomplishing this objective, it is still a young and rapidly evolving discipline. The
study's research proposal was to examine how advertising influences consumers'
purchasing decisions when shopping online. Examining the role of customers' gaze
spots, fixation counts, heat maps, and emotions in reaction to stimuli or marketing
efforts is another goal. The consumer provides the stimulus, and the advertising effort
gauges the response. The authors used the systematic literature review of the latest
studies. Inclusion and exclusion of scanned literature were conducted with the help
of PRISMA. To check the effect size of the used literature authors employed the
Forest Plot based on partial correlation. Publication bias of SLR was viewed with the
Funnel plot. Bibliometrics analysis and content analysis were conducted to support
the reviewed literature’s strength.

Keywords: Forest, and funnel plot. Neuromarketing, PRISMA

Acknowledgments: Thanks to all those who have helped in this research.

For citation:
Yadete, F. D., & Kant, S. (2023). Neuro-Marketing in Understanding Consumer Behavior:
Systematic Literature Review . Radinka Journal of Systematic Literature Review, 1(1), 1-
13.

YADETE & KANT, 20223

Radinka Journal of Systematic Literature Review Vol. 1 Issue 1 (March 2023)
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Radinka Journal of Systematic Literature Review Vol. 1 Issue 1 (March 2023)

Introduction

Although there is a lot of research on consumer perception and attitude, it is difficult and
extensive to examine neuroscience. The decision-making process's hidden components are better-
understood thanks to neuroscience (Pereira et. al, 2022). Both consumers and marketers benefit
from the expanded use of neuromarketing approaches for the analysis of consumer preferences
and decision-making processes (Oikonomou et. al., 2023). The human brain subconsciously
processes more than 50% of the information (Ala et. al., 2022, Kant, 2020). Compared to
traditional techniques of analysis based on questionnaires and interviews, neuromarketing and
consumer neuroscience research more accurately depicts reality (Aldayel, et al., 2020). Ali Gaafar
& Al-Romeedy (2022) conducted research on a few domains where neuroscience helps advance
theory-building by offering chances and directions. The work contributed to new empirical tests
of prevalent unsupported claims.
This also clarified the differences between consumer groups and the impact of
physiological features and biological factors, such as hormones and DNA, on consumer
preferences and decisions. Since its inception in 2002, neuromarketing has become increasingly
important (Gurguet. Al., 2020). There is a tremendous spread of the same among businesses,
marketers, and advertisements (Alsharif et. al, 2021). Traditional methods cannot be replaced by
neuromarketing, but cutting-edge instruments like fMRI (functional magnetic resonance imaging)
will increase the effectiveness of marketing campaigns (Adula et. al., 2023). Since it has the
capacity to identify implicit and automatic processes that influence consumer decision-making and
because it will disclose hidden information about consumer behavior, neuromarketing will have a
huge impact on businesses and society. Using conventional techniques would not have enabled
this (Bhardwaj et. al., 2023). The retail sector has undergone significant upheaval, and as a result,
all online sellers now have a wealth of opportunities. Consumer neuroscience helps online
companies understand changing buying habits (Kant et. al., 2022).
To take advantage of the advantages and disadvantages of the contemporary consumer
experience, the function of emotions in online retail environments is examined. The executives of
major brands researched the most recent changes in the retail industry (Wakjira & Kant, 2022).
The researcher looked at how to alter the purchasing process and human brain problems. With the
developing, complex e-commerce and traditional brick-and-mortar environments, the shops may
be able to equip themselves to better fulfill consumer needs (Mansor & Isa, 2020). In response to
pricing changes made by competitors, internet shops adjust their prices. Representation, Attention,
Predicted Value, Experienced Value, Remembered Importance, and Learning is the steps in the
Consumer Neuroscience Model of Branding (Nilashi & Abumalloh, 2023).
Emotional involvement and personal relevance are crucial. Retailers take into account the
entire purchasing process and are aware of the finest ways to influence customers as they shop. In
order to promote consumer repurchase, it is essential to develop an experience for customers that
elicits emotional reactions and facilitates the rewards process (Spence, 2020). The researcher has
identified three key stages in the purchasing process. Retailers may engage with customers and
elicit an emotional response from them that is then kept for use in the future thanks to marketing
communications and word-of-mouth experiences. In retail, the customer's purchase develops a
lasting memory (Paramashivaiahet. Al., 2021). Consumers form an emotional connection to the
product during the post-tail phase. Buyers also serve as advocates during the post-tail experience,
positioning potential buyers and buyers also play the role of brand ambassadors during the post-
tail experience, positioning themselves for future purchases and strengthening their bond with the
company, goods, or service.
With the expansion of platforms and information, the digital world has never been more
distracting. Every digital environment has its own set of challenges, from website design to

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product display to adding recommendations and reviews. Emotion is a constant factor. Examining
various neuromarketing tactics for online buying is the study's goal.

The Objective of the Study

Educating the audience on the subject of neuromarketing is one of the study's objectives.
Nonetheless, the main objective is to assess how neuromarketing affects various marketing inputs,
including advertising and consumer purchasing behavior. It is anticipated that this novel technique
would result in more workable customer enticement strategies thanks to its objective research of
the brain.

Meta-Analysis of the Concept of Neuromarketing

Several publications have provided definitions of neuromarketing, some of which are included
here;
Table 1. Meta-analysis of the concept of neuromarketing
No Study Concept of Neuromarketing
1 Collins Dictionary When creating new advertising campaigns and branding strategies,
neuromarketing involves analyzing customer brain patterns to see
how they react to specific adverts and products
2 Smidts, 2002 Neuromarketing is the study of the brain's mechanisms to
comprehend consumer behavior and enhance marketing tactics.
3 Lee et al, 2002 By using "neuroscientific tools to evaluate and comprehend human
behavior in connection to markets and marketing exchanges,"
neuromarketing seeks to understand how consumers think and why
they choose the items
4 Kenning & Hubert, The use of research from neuroscientific consumer studies in the
2006 context of managerial practice is known as neuromarketing
5 Zaltman&Zaltman, Most commonly, neuromarketing is described as a recent area of
2006; Boricean, marketing research that examines customers' cognitive and affective
2005; Zurawicki, reactions to various marketing stimuli
2010; Dooley,
2010
6 Georges &Badoc, The method of neuromarketing enables knowledge and
2010 comprehension of the information-processing mechanisms used by
the human brain
Source: Authors’ own Meta-analysis (2023)

Method
From 2006 and 2022, 525 documents were published in total. 26 items in all were chosen.
The PRISMA framework, which has four stages, is depicted in Figure 1. These are identified as
records found through database searching, (ii) screening the record publications, (iii) eligibility as
determination of the publications that qualify for this review, and (iv) choosing and including
studies. A recent area of marketing research is neuromarketing. The field is built on the
investigation of how consumers react to marketing stimuli on a sensory, cognitive, and emotive
level. One hundred billion neurons make up the network in the human brain. The study of
neuromarketing is becoming increasingly popular in both the academic and corporate worlds.
Companies with global aspirations must forecast consumer behavior. They make investments in
their research facilities, science people, and academic collaborations.

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Source: PRISMA (2023)

Figure 1. PRISMA construct

Table 2. Systematic literature review

Nemorin's Consumers react to stimuli from advertising. At the moment, it lacks a complete
(2012) understanding of how the brain functions and how a brain's intricate operation
results in highly specific human behavior
Donoghue, A comprehensive authority in comprehending human mental behavior is still being
2015 sought after. The convergence of the biological and social sciences is the result of
this. Significant advancements in social, behavioral, physiological, and other fields
have resulted from the natural and social sciences joint research efforts.
Shiv & The measuring of particular regional spectra of the brain is done using
Yoon, electroencephalography and steady-state topography. Responses and sensors are
2012) used to track changes in a person's biometrics or physiological status. Additionally,
they investigate the heart and respiration rates, the galvanic skin reaction, the
reasons behind consumer decisions, and the brain regions involved.
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Nyoni and The paper examined the perceptions of a human decision that results in personal
Bonga, decisions (The researchers used functional magnetic resonance imaging to track
2012 variations in activity in various brain regions.

Salatiet al., Consumer researchers undoubtedly need more information on how our senses
2016 influence the judgments we make when selecting products. For instance, what is
the best perfume to be sprayed in a retail setting that caters to elderly customers?
How can the flavor of the food being served in an aircraft that is flying at a height
of 20,000 feet be processed by the consumer's brain?
Donoghue, In the developing field of neuromarketing, consumer responses to marketing
2015 stimuli are investigated. There is little research on the in-depth understanding of
how the brain functions and how a brain's complicated operation results in highly
specific human behavior despite the fact that the human brain is a well-developed
network of 100 billion neurons
Shiv & The information caused a convergence of the biological and social sciences.
Yoon, Significant advancements in the social, behavioral, physiological, and managerial
2012 sciences have been facilitated by the coordinated research efforts of natural and
social scientists. Theoretical advances in neuro-economics and decision
neurosciences about human decision-making now take into account both
individual choices and the neurological mechanisms behind such choices.
Levallois Studies in neuro-marketing focus on the emotions that influence human decision-
et. al., making and apply this information to improve marketing. The culture is used to
2015 improve pricing, store design, promotions, advertising, and product design, as well
as the overall consumer experience. The actions, functions, and perceptions of the
brain cannot be accurately modeled or replicated by standard methodologies.
Source: Authors own SLR (2023)

By watching and analyzing human emotions, neuromarketing seeks to understand

marketing stimuli. The theory underlying neuromarketing holds that the bulk of economic theories
is out-of-date and that rational decision-making is not primarily a conscious activity. Conversely,
there is mounting evidence that purchasing decisions are influenced by emotions and that the brain
takes several shortcuts to hasten the decision-making process. Studies on neuromarketing explore
how emotions affect human decision-making and apply the knowledge to improve marketing. The
principle is put into practice while designing products, enhancing promotions and advertising,
pricing, designing stores, and generally enhancing the customer experience.
It is feasible to compress the experiences and discoveries of other researchers and merge newly
discovered information from an earlier study in order to address the issue. Neuromarketing does
not have a study cap because it involves a significant time and financial investment.

Thematic and Content Analysis

Table 3. Thematic and content analysis

Study Method Viewpoint Theme
Adeola et. al, Quantitative Cognitive Neuro-imaging methods for items for
(2022) Neuro-imaging consumption
Ala et., al.(2023) Qualitative Cognitive Neuo- Behavioral-organizational dynamics
coding universal view on neuro-marketing
Alsharif et. al. Qualitative Cognitive Brain images and customer behavior
(2023) Neuro-imaging

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Alsharif et al. Quantitative Cognitive Neuo- Advertising non-invasive techniques

(2023) mapping
Bhardwaj et al. Qualitative Cognitive Neuo- Physiological dimension in
(2023) sensing psychological processes
Halkiopoulos et. al., Qualitative Cognitive Neuro-imaging of consumer
(2022) Neuro-imaging neuroscience
Nilashi & Qualitative Cognitive Neuo- Primary dialogue in the native’s text
Abumalloh (2023) mapping implanted in neuro-marketing

Reviewed Literature Contribution

Table 4. Effect size
No Study name Partial CI CI Weight
Correlation Lower Upper
limit limit
1 Adeola et. al, (2022) 0.36 0.16 0.56 6.93%
2 Ala et. Al (2023) 0.78 0.63 0.94 9.66%
3 Alsharif et. al. (2023) 0.64 0.24 1.03 2.07%
4 Bhardwaj et al. (2023) 0.68 0.60 0.75 20.71%
5 Halkiopoulos et. al., (2022) 0.65 0.57 0.73 19.77%
6 Alsharif et al. (2023) 0.65 0.57 0.73 19.81%
7 Nilashi & Abumalloh (2023) 0.69 0.61 0.76 21.05%
Source: Meta Essentials (2023)

The predictive ability of a neuromarketing strategy is represented by a new effect size from
a multiple regression model. The semi-partial correlation between the predictor and the desired
outcome is the index, abbreviated as tsp. This partial effect size in the correlation family of effect
sizes was calculated from neuromarketing studies when multiple predictor variables were included
in the regression model. The effect magnitude and its variance were provided by the derivations
used in neuromarketing studies. For specific numbers, standard errors and confidence intervals
can be generated. Moreover, weighted analyses of neuromarketing studies can be utilized to study
heterogeneity and to determine central tendency and variance in the effects. This is how the meta-
analysis of the semi-partial correlations was conducted.

Source: Meta Essentials (2023)

Figure 2. Forest plot

The green circle in the center of each horizontal line (confidence interval, CI) reflects the
point estimate of the effect for a particular study in a forest plot that shows the effect size of

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neuromarketing research. The size of the box reflects the study's weight in terms of the combined
estimate of all neuromarketing studies.

Table 5. Meta-Analysis Model

Model Random effects model
Combined Effect Size
Partial Correlation 0.65
Z-value 18.08
One-tailed p-value 0.000
Two-tailed p-value 0.000
Number of incl. studies 7
Heterogeneity
Q 12.07
pQ 0.060
I2 50.31%
Source: Meta Essentials (2023)

Publication Bias
For determining the presence of publication bias, neuromarketing research can be
constructed as a funnel plot. Smaller (less precise) studies that failed to demonstrate statistical
significance will be less likely to be published if there is publication bias among neuromarketing
studies. The funnel plot's asymmetry illustrates this. A visual tool for examining publication and
other biases in meta-analysis is the funnel plot. Simple scatterplots of estimated treatment effects
from individual studies (horizontal axis) versus a measure of study size are displayed (vertical
axis).

0.00 0.20 0.40 0.60 0.80 1.00 1.20 1.40

0.00

0.05 Partial Correlation

0.10
Standard error

0.15

0.20

0.25

0.30
Studies Imputed Data Points Observed CES Adjusted CES
Source: Meta Essentials (2023)
Figure 3. Funnel Plot

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Table 6. Heterogeneity
Q 12.07
pQ 0.060
I2 50.31%
T2 0.00
Trim and Fill On
Estimator for missing studies Linear
Search from mean Left
Number of imputed studies 0
Source: Meta Essentials (2023)

Bibliometric Analysis
This algorithm's first network, which allows for the viewing of the first network-linked
density map and the keywords associated with the term "neuromarketing," is shown. The most
frequent phrases and SLR objects of this investigation are items known as nodes or vertices,
depicted in each circle. The relationships of co-occurrence are represented by the edges that
connect these items; their measurement provides an indication of how strong they are among peers
or edge weight, and their correlation may be determined by keeping track of publications where
two terms co-occur.

Table 7. Apex keywords by the occurrence of their incidence

Keyword Frequency Total Link Strength
Neuromarketing 26 205
Functional Magnetic Resonance 16 222
ECG 12 266
Decision-making 12 165
Neuroscience 12 155
Memory 10 121
Marketing Reserach 12 125
Neural Correlation 11 122
Eeg signal 10 112
Observation 6 51
Brain Activity 6 25
Source: VOS viewer 2023

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Source: VOS viewer 2023

Figure 4. Bibliometrics

Table 8. Systematic literature review

Method Thought Processes Whenever it's being Functionalism
utilized?
EEG Mood and arousal, Testing ads, ads, apps, Temporal precision,
excitement or and social media, as cheap cost, non-
boredom, well as website design invasive method,
engagement or and usability, simple data analysis,
memory, cognition packaging design, appropriate for
and recognition, and pricing, sensory assessing cognitive
mental workload. studies, print and information
picture design, and processing, ability to
pinpointing an ad's compare the left and
critical moments, are right hemispheres.
all examples of
advertising practices.
FMRI Attention, reward, Assessing Capable of detecting
engagement, commercials, brands, modifications to
emotional valence, pricing, packaging chemical composition
sensory perception, designs, celebrity or changes in the flow
and memory. endorsements, online of fluids in the brain,
experiences, product localizing neural
quality, promotion, activity during

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and attributes, as consumer choices and

well as forecasting purchasing behaviors,
consumer decisions and evaluating
and determining their cognitive processes.
requirements.
MEG Vigilance, memory, Identifying needs and capable of
and perception testing commercials, recognizing
brands, new products, alterations in active
packaging designs, compounds.
and sensory
investigations.
Source: Authors own Systematic Literature Review (2023)

Overview of reviewed literature on Neuro Marketing

The study of people's emotional and cognitive reactions to media or marketing stimuli is
known as neuromarketing. To learn how people physically react to marketing messages,
researchers use technologies that detect brain activity and biometrics (such as heart rate, eye
movement, galvanic skin response, facial coding, etc.). It's no secret that neuromarketing has
become extremely popular. It's used in various ways by lots of people, businesses, educational
organizations, and government agencies. While being used frequently in the marketing industry,
the term is not always unambiguous. In essence, the word refers to the use of contemporary brain
science to assess the effects of marketing and advertising on customers. This study is crucial for
understanding the effects of neuromarketing on consumer purchase decisions as well as the
different elements that affect those decisions.
The area resides at the nexus of cognitive psychology, consumer neuroscience,
neuroeconomics, and neuroscience. Neuromarketing is a marketing application of behavioral
neurosciences. The tools of neuromarketing identify stimuli and cues revealing customer behavior
not detected by careful visual observation. Neuromarketing techniques help in product design,
brand creation, and effective advertisements. They help to understand the overall shopping
experience of a customer from the moment they step into a market until they leave, apart from the
neural response at the time of purchase. An interesting application is a virtual store that has 3D
and 4D retail products that create a real store shopping experience. Test customers are given real
marketing experience and their purchase-making decisions are analyzed effectively. Moreover,
neuromarketing has significant obstacles and constraints. Different processing of the marketing
stimuli can also be caused by the timing and environment in which a person is exposed to them.
The idea of emotions and their connection to certain brain regions is up for debate. The difficulty
of creating new tests, the high expense, and the time factor are major drawbacks of
neuromarketing.

Conclusion

The method of qualitative research According to earlier studies, neuromarketing has a

variety of advantages over conventional marketing strategies. The discipline of neuromarketing
suggests a value addition to marketing research and encourages businesses to use marketing inputs
that are focused on achieving specific business goals. Higher quality and a deeper comprehension
of consumers are benefits of the scientific advancement of neuromarketing. The study sheds light
on how neuromarketing is used in online retail advertising to target customers. The study might
allow the researchers to continue their investigation into how neuromarketing affects customer

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attitudes. A successful marketer needs to have enhanced consumer perception and a growing brand
image, according to the report. In the area of marketing, neuromarketing offers intriguing
possibilities and fresh directions to explore. Neuromarketing tactics are still in their infancy but
show great promise for the future. Neuromarketing researchers generally agree that the area has
to advance and overcome a number of challenges before it can become a well-known instrument
in the field of market research. Nonetheless, neuromarketing generates greater interest and is
anticipated to be crucial in the fiercely competitive field of international marketing.
Neuromarketing is certain to benefit more in the long run as high-end technology and gadgets
become more widely available.

Conflict of Interest

No conflict of interest

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