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Neuromarketing, a subfield of consumer neuroscience, investigates how consumers react to advertising stimuli using brain imaging and biometric techniques. It is a promising, multidisciplinary field facing practical and theoretical challenges, including limited theoretical frameworks, data complexity, and high research costs. Also, while the research contribution to the field of behavioral neuroscience is clear, the contribution to the field of marketing is far less so. A narrative literature review of 116 highly cited papers highlights both the opportunities and pitfalls of neuromarketing, offering insights into its current state and future prospects.

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Mind the Gap: Constraints and Prospects of Neuromarketing and Consumer Neuroscience

  • 会议论文

  • 发表日期：

    2025年

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  • Aleksandar Mirčov,
  • Tamara Vlastelica,
  • Jovanka Vukmirović

摘要

Neuromarketing, a subfield of consumer neuroscience, investigates how consumers react to advertising stimuli using brain imaging and biometric techniques. It is a promising, multidisciplinary field facing practical and theoretical challenges, including limited theoretical frameworks, data complexity, and high research costs. Also, while the research contribution to the field of behavioral neuroscience is clear, the contribution to the field of marketing is far less so. A narrative literature review of 116 highly cited papers highlights both the opportunities and pitfalls of neuromarketing, offering insights into its current state and future prospects.