Neuro-Marketing in Understanding Consumer Behavior: Systematic Literature Review

Abstract

Neuromarketing and its implicit and automated processes influence customer decisionmaking 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. Authors used the systematic literature review of latest studies. Inclusion and exclusion of scanned literature was conducted with help of PRISMA. For check effect size of 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 was conducted to support the reviewed literature strength.