Title: Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015

Authors: Icaro Luiz Dos Santos Jordão; Marina Teixeira De Souza; Jorge Henrique Caldeira De Oliveira; Janaina De Moura Engracia Giraldi

Addresses: School of Economics, Business Administration and Accounting at Ribeirao Preto (FEA-RP), University of Sao Paulo (USP), Brazil Av. Bandeirantes 3900, Monte Alegre, Ribeirão Preto (SP), CEP: 14040-905, Brazil ' School of Economics, Business Administration and Accounting at Ribeirao Preto (FEA-RP), University of Sao Paulo (USP), Brazil Av. Bandeirantes 3900, Monte Alegre, Ribeirão Preto (SP), CEP: 14040-905, Brazil ' School of Economics, Business Administration and Accounting at Ribeirao Preto (FEA-RP), University of Sao Paulo (USP), Brazil Av. Bandeirantes 3900, Monte Alegre, Ribeirão Preto (SP), CEP: 14040-905, Brazil ' School of Economics, Business Administration and Accounting at Ribeirao Preto (FEA-RP), University of Sao Paulo (USP), Brazil Av. Bandeirantes 3900, Monte Alegre, Ribeirão Preto (SP), CEP: 14040-905, Brazil

Abstract: One of the biggest questions in today's market is what drives consumers to decide on one product instead of another; therefore there is a growing interest in understanding how brain responses influence the decision making process of consumers. Neuromarketing presents itself as one of the main areas of study aimed at achieving this goal, however it is still a new and constantly developing field. This research analysed the studies of neuromarketing applied to consumer behaviour over the last five years through an integrative literature review, identifying how the studies on this subject are being developed. This study concludes that major advances are being made in the area, and that neuromarketing can really help in the understanding of cognitive processes and their influence on decision-making, and it has a better performance when used jointly with traditional marketing techniques.

Keywords: neuromarketing; consumer neuroscience; consumer behaviour; literature review.

DOI: 10.1504/IJBFMI.2017.085371

International Journal of Business Forecasting and Marketing Intelligence, 2017 Vol.3 No.3, pp.270 - 288

Received: 20 Sep 2016
Accepted: 18 Feb 2017
Published online: 24 Jul 2017 *

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