The Meta-Analysis of Neuromarketing and Advances in Consumer Behavior Studies- A Systematic Review

Abstract

To understand consumer’s decision making process and the factor influencing buying behavior is one of the most important goal in Neuromarketing. Traditional methods were based on collection of data using surveys and observations to analysis consumer buying behavior. However, traditional methods are not reliable which often results in wrong decisions. One of the challenging questions in the present market is that what the factors which drive consumer to buy one product over other. This is the reason researchers showed interest in understanding how consumer brain response influence the buying decision of consumer. The aim of this study is to perform a systematic literature review of various techniques of Neuromarketing to identify the advances in consumer behaviors research. This paper will provide an overview of the current and previous research in Neuromarketing and explore the various existing tools of Neuromarketing. Also, this study helps in the understanding of cognitive processes and their influence on decision-making using various tools.