AccScience Publishing / AN / Online First / DOI: 10.36922/AN026190017
Submit to AN
Cite this article
2
Download
107
Views
Related Info Links
Google Scholar
More by Authors Links
Bhupender Nehra
Hitesh Chopra
Journal Browser
Volume | Year
Issue
Search
Forthcoming Issue
Current Issue
View All
News and Announcements
View All
REVIEW ARTICLE

Neuroethics in pharmaceutical neuromarketing: Applications and limitations

Bhupender Nehra1* ,  Mohit Bishnoi2 ,  Manish Kumar2 ,  Navjeet Dhaka2 ,  Mohit Sheoran2 ,  Radheshyam Pal3 ,  Shivani Chopra4 ,  Hitesh Chopra5*
Show Less
1 Department of Pharmaceutical Sciences, Guru Jambheshwar University of Science and Technology, Hisar, Haryana, India
2 Department of Pharmaceutical Sciences, Lord Shiva College of Pharmacy, Sirsa, Haryana, India
3 Department of Pharmacology, Bengal College of Pharmaceutical Technology, Dubrajpur, West Bengal, India
4 Department of Biosciences, Saveetha School of Engineering, Saveetha Institute of Medical and Technical Sciences, Chennai, Tamil Nadu, India
5 Centre for Research Impact & Outcome, Chitkara College of Pharmacy, Chitkara University, Rajpura, Punjab, India
Advanced Neurology, 026190017 https://doi.org/10.36922/AN026190017
Received: 6 May 2026 | Revised: 22 June 2026 | Accepted: 13 July 2026 | Published online: 31 July 2026
© 2026 by the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution 4.0 International License ( https://creativecommons.org/licenses/by/4.0/ )
Download PDF
XML
Cite
Abstract

Neuromarketing integrates neuroscience, psychology, and marketing to investigate the neural and emotional mechanisms underlying consumer decision-making and behavior. In the pharmaceutical industry, decision-making among patients and healthcare professionals is complex and emotionally influenced. Herein, neuromarketing provides a data-driven approach to assess communication and perception toward a brand. In this context, a semi-systematic review of the literature was conducted by compiling selected studies published between January 2005 and January 2026 in major scientific databases (PubMed, Scopus, Web of Science, Google Scholar). This review highlights the scope, applications, and ethical implications of neuromarketing within the pharmaceutical domain. Findings indicate that neuromarketing helps clarify the cognitive and emotional drivers that influence preferences for pharmaceutical products and brand loyalty. Among the various neuromarketing tools, functional magnetic resonance imaging and electroencephalography provide neural insights into emotional responses and attention to marketing cues. Meanwhile, eye-tracking and galvanic skin response quantify visual focus and physiological arousal. These data facilitate evidence-based optimization of marketing strategies. However, various ethical challenges persist, including data privacy, small sample sizes, methodological variability, informed consent, and the risks of psychological manipulation. Thus, integrating neuroscientific data into marketing requires standardized methodologies and robust regulatory frameworks to ensure transparency and consumer protection.

Graphical abstract
Keywords
Neuromarketing
Pharmaceutical
Functional magnetic resonance imaging
Electroencephalography
Eye-tracking
Funding
None.
Conflict of interest
The authors declare no conflict of interest.
References
  1. Bhardwaj S, Thapa SB, Gandhi A. Advances in neuromarketing and improved understanding of consumer behaviour: Analysing tool possibilities and research trends. Cogent Bus Manag. 2024;11(1):2376773. doi: 10.1080/23311975.2024.2376773
  2. Song G, Gazi MA, Waaje A, et al. The neuromarketing: Bridging neuroscience and marketing for enhanced consumer engagement. IEEE Access. 2025;13:40331-40353. doi: 10.1109/ACCESS.2025.3545742
  3. Fugate DL. Neuromarketing: a layman’s look at neuroscience and its potential application to marketing practice. J Consum Mark. 2007;24(7):385-394. doi: 10.1108/07363760710834807
  4. Mileti A, Guido G, Prete MI. Nanomarketing: a new frontier for neuromarketing. Psychol Mark. 2016;33(8):664-674. doi: 10.1002/mar.20907
  5. Chawla N, Anute N, Patil K, Ranadive A, Pathak G, Mangaonkar MU. Neuro Marketing Perspective on Online Purchase Decision Making for Decoding the Digital Consumer. Res Econ. 2026;80(1):101111. doi: 10.1016/j.rie.2026.101111
  6. Wang KS, Smith DV, Delgado MR. Using fMRI to study reward processing in humans: past, present, and future. J Neurophysiol. 2016;115(3):1664-1678. doi: 10.1152/jn.00333.2015
  7. Nejati V, Majdi R, Salehinejad MA, Nitsche MA. The role of dorsolateral and ventromedial prefrontal cortex in the processing of emotional dimensions. Sci Rep. 2021;11(1):1971. doi: 10.1038/s41598-021-81454-7
  8. Songsamoe S, Saengwong-ngam R, Koomhin P, Matan N. Understanding consumer physiological and emotional responses to food products using electroencephalography (EEG). Trends Food Sci Technol. 2019;93:167-173. doi: 10.1016/j.tifs.2019.09.018
  9. Allen JJ, Keune PM, Schönenberg M, Nusslock R. Frontal EEG alpha asymmetry and emotion: From neural underpinnings and methodological considerations to psychopathology and social cognition. Psychophysiology. 2018;55(1):e13028. doi: 10.1111/psyp.13028
  10. Guo R, Kim N, Lee J. Empirical insights into eye-tracking for design evaluation: applications in visual communication and new media design. Behav Sci. 2024;14(12):1231. doi: 10.3390/bs14121231
  11. Umair M, Chalabianloo N, Sas C, Ersoy C. HRV and stress: a mixed-methods approach for comparison of wearable heart rate sensors for biofeedback. IEEE Access. 2021;9:14005-14024. doi: 10.1109/ACCESS.2021.3052131
  12. Csoltova E, Mehinagic E. Where do we stand in the domestic dog (Canis familiaris) positive-emotion assessment: A state-of-the-art review and future directions. Front Psychol. 2020;11:525721. doi: 10.3389/fpsyg.2020.02131
  13. Ekman P, Friesen WV. Facial action coding system. Environ Psychol Nonverbal Behav. 1978. doi: 10.1037/t27734-000
  14. Lee N, Broderick AJ, Chamberlain L. What is ‘neuromarketing’? A discussion and agenda for future research. Int J Psychophysiol. 2007;63(2):199-204. doi: 10.1016/j.ijpsycho.2006.03.007
  15. Ariely D, Berns GS. Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci. 2010;11(4):284-292. doi: 10.1038/nrn2795
  16. Plassmann H, Ramsøy TZ, Milosavljevic M. Branding the brain: A critical review and outlook. J Consum Psychol. 2012;22(1):18-36. doi: 10.1016/j.jcps.2011.11.010
  17. Solnais C, Andreu-Perez J, Sánchez-Fernández J, Andréu-Abela J. The contribution of neuroscience to consumer research: A conceptual framework and empirical review. J Econ Psychol. 2013;36:68-81. doi: 10.1016/j.joep.2013.02.011
  18. Moya I, García-Madariaga J, Blasco MF. What can neuromarketing tell us about food packaging?. Foods. 2020;9(12):1856. doi: 10.3390/foods9121856
  19. Casado-Aranda LA, Sánchez-Fernández J, Ibáñez-Zapata JÁ. Evaluating communication effectiveness through eye tracking: Benefits, state of the art, and unresolved questions. Int J Bus Commun. 2023;60(1):24-61. doi: 10.1177/2329488419893746
  20. Jordão IL, Souza MT, Oliveira JH, Giraldi JD. Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015. Int J Bus Forecast Mark Intell. 2017;3(3):270-288. doi: 10.1504/IJBFMI.2017.085371
  21. Kalaganis FP, Georgiadis K, Oikonomou VP, Laskaris NA, Nikolopoulos S, Kompatsiaris I. Unlocking the subconscious consumer bias: a survey on the past, present, and future of hybrid EEG schemes in neuromarketing. Front. Neuroergonomics. 2021;2:672982. doi: 10.3389/fnrgo.2021.672982
  22. Eremenko J, Kosonogov V, Aksiotis V, et al. Neurophysiological study of consumer emotional reactions in a simulated multisensory retail environment. Front Hum Neurosci. 2025;19:1635673. doi: 10.3389/fnhum.2025.1635673
  23. Rodríguez VJ, Antonovica A, Martín DL. Consumer neuroscience on branding and packaging: A review and future research agenda. Int J Consum Stud. 2023;47(6):2790-2815. doi: 10.1111/ijcs.12936
  24. Stanton SJ, Sinnott-Armstrong W, Huettel SA. Neuromarketing: Ethical implications of its use and potential misuse. J Bus Ethics. 2017;144(4):799-811. doi: 10.1007/s10551-016-3059-0
  25. Ramsøy TZ. Building a foundation for neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects. J Advert Res. 2019;59(3):281-294. doi: 10.2501/JAR-2019-034
  26. Vences NA, Díaz-Campo J, Rosales DF. Neuromarketing as an emotional connection tool between organizations and audiences in social networks. A theoretical review. Front Psychol. 2020;11:1787. doi: 10.3389/fpsyg.2020.01787
  27. Karmarkar UR, Yoon C. Consumer neuroscience: Advances in understanding consumer psychology. Curr Opin Psychol. 2016;10:160-165. doi: 10.1016/j.copsyc.2016.01.010
  28. Smidts A, Hsu M, Sanfey AG, et al. Advancing consumer neuroscience. Mark Lett 2014;25(3):257-267. doi: 10.1007/s11002-014-9306-1
  29. Gupta R, Kapoor AP, Verma HV. Neuro-insights: a systematic review of neuromarketing perspectives across consumer buying stages. Front Neuroergonomics. 2025;6:1542847. doi: 10.3389/fnrgo.2025.1542847
  30. Boksem MA, Smidts A. Brain responses to movie trailers predict individual preferences for movies and their population-wide commercial success. J Mark Res. 2015;52(4):482-492. doi: 10.1509/jmr.13.0572
  31. Murphy ER, Illes J, Reiner PB. Neuroethics of neuromarketing. J Consum Behav. 2008;7(4‐5):293-302. doi: 10.1002/cb.252
  32. Mackert M. Health literacy knowledge among direct-to-consumer pharmaceutical advertising professionals. Health Commun. 2011;26(6):525-533. doi: 10.1080/10410236.2011.556084
  33. Mor J, Kaur T, Menkes DB, Peter E, Grundy Q. Pharmaceutical industry promotional activities on social media: a scoping review. J Pharm Health Serv Res. 2024;15(4):rmae022. doi: 10.1093/jphsr/rmae022
  34. Sarkar S, Sharma N. Neuro-Marketing in the Digital Era: A Review of Neurological and Behavioral Insights in Consumer Decision-Making. J Soc Mark. 2026;3:140-154. doi: 10.61336/jmsr/26-01-19
  35. Singh K, Kumar A. Exploring the Evolving Landscape of Neuromarketing Ethics. Int J Mark Res. 2026;68(1):108-131. doi: 10.1177/14707853251383629
  36. Roebuck MC, Liberman JN, Gemmill-Toyama M, Brennan TA. Medication adherence leads to lower health care use and costs despite increased drug spending. Health Aff. 2011;30(1):91-99. doi: 10.1377/hlthaff.2009.1087
  37. Li J, Zhong Y, Ma Z, et al. Emotion reactivity-related brain network analysis in generalized anxiety disorder: a task fMRI study. BMC Psychiatry. 2020;20(1):429. doi: 10.1186/s12888-020-02831-6
  38. Kwilinski A, Lyulyov O, Pimonenko T. Emotion recognition of artificial intelligence for enhancing consumer trust in the galvanic skin response. In: Kot S, Khalid B, Haque AU, eds. The Global Conference on Entrepreneurship and the Economy in an Era of Uncertainty 2024. Springer Nature Singapore; 2025:1639-1654. doi: 10.1007/978-981-96-4116-1_107
  39. Shah N, Nambiar N, Gajera O, Panchal S. A systematic review on neuromarketing in pharmaceutical industries. Nirma Univ J Pharm Sci. 2024;11(2):57-78.
  40. Gkintoni E, Aroutzidis A, Antonopoulou H, Halkiopoulos C. From neural networks to emotional networks: A systematic review of EEG-based emotion recognition in cognitive neuroscience and real-world applications. Brain Sci. 2025;15(3):220. doi: 10.3390/brainsci15030220
  41. Bauer T, Hantel V. Built to attract: Evaluating trade show booth designs using attention analysis in a live communication context. J Conv Event Tour. 2022;23(3):240-268. doi: 10.1080/15470148.2021.1988022
  42. Setia S, Ryan NJ, Nair PS, Ching E, Subramaniam K. Evolving role of pharmaceutical physicians in medical evidence and education. Adv Med Educ Pract. 2018;9:777-790. doi: 10.2147/AMEP.S175683
  43. Ferrell ML, Beatty A, Dubljevic V. The ethics of neuromarketing: A rapid review. Neuroethics. 2025;18(1):19. doi: 10.1007/s12152-025-09591-8
  44. Dar TM, Tariq N. Comparison of Branding Strategies of Pharmaceuticals & Fast-Moving Consumer Goods: An Analysis of Modern World Need. Eur J Bus Manag Res. 2020;5(6). doi: 10.24018/ejbmr.2020.5.6.616
  45. Mohammed SM, Alhumaid MT. The impact of managerial innovation skills on neuromarketing implementation in the pharmaceutical sector. Int J Pharm Healthc Mark. 2026;20(1):215-237. doi: 10.1108/IJPHM-10-2024-0119
  46. Nasakina S. Visuals and text in pharmaceutical advertising: A multimodal analysis and ethical dilemmas. Cogn Commun Discurr. 2024;(29):55-73. doi: 10.26565/2218-2926-2024-29-04
  47. Khurana V, Gahalawat M, Kumar P, et al. A survey on neuromarketing using EEG signals. IEEE Trans Cogn Dev Syst. 2021;13(4):732-749. doi: 10.1109/TCDS.2021.3065200
  48. Kalkova N, Yarosh OB, Mitina EA, Velgosh NZ. Neuromarketing research on consumers’ visual perception of cryptomarking a product package. ABAC J. 2023;43(1):69. doi: 10.14456/abacj.2023.5
  49. Ishaque S, Khan N, Krishnan S. Physiological signal analysis and stress classification from VR simulations using decision tree methods. Bioengineering. 2023;10(7):766. doi: 10.3390/bioengineering10070766
  50. Soleymani M, Asghari-Esfeden S, Fu Y, Pantic M. Analysis of EEG signals and facial expressions for continuous emotion detection. IEEE Trans Affect Comput. 2016;7(1):17-28. doi: 10.1109/TAFFC.2015.2436926
  51. Kabir M, Rana MR, Debnath A. The role of quality assurance in accelerating pharmaceutical research and development: strategies for ensuring regulatory compliance and product integrity. J Angiother. 2024;8(12):1-11. doi: 10.25163/angiotherapy.81210102
  52. Fahim G, Toscani M, Barone JA, Wang C, Gandhi S. Evaluation of risk versus benefit information in direct-to-consumer (DTC) prescription drug television advertisements. Ther Innov Regul Sci. 2018;52(1):114-117. doi: 10.1177/2168479017716719
  53. Javor A, Koller M, Lee N, Chamberlain L, Ransmayr G. Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurol. 2013;13(1):13. doi: 10.1186/1471-2377-13-13
  54. Francer J, Izquierdo JZ, Music T, et al. Ethical pharmaceutical promotion and communications worldwide: codes and regulations. Philos Ethics Humanit Med. 2014;9(1):7. doi: 10.1186/1747-5341-9-7
  55. Dove ES. The EU General Data Protection Regulation: implications for international scientific research in the digital era. J Law Med Ethics. 2018;46(4):1013-1030. doi: 10.1177/1073110518822003
  56. Leung TC, Ho JC. Social responsibility and ethics in health care. In: Fong BYF, Law VTS, Lee A, eds. Primary Care Revisited: Interdisciplinary Perspectives for a New Era. Springer Singapore; 2020:225-240. doi: 10.1007/978-981-15-2521-6_14
  57. Goldstein MR, Peterson MJ, Sanguinetti JL, Tononi G, Ferrarelli F. Topographic deficits in alpha-range resting EEG activity and steady state visual evoked responses in schizophrenia. Schizophr Res. 2015;168(1-2):145-152. doi: 10.1016/j.schres.2015.06.012
  58. Bolognini N, Ro T. Transcranial magnetic stimulation: disrupting neural activity to alter and assess brain function. J Neurosci. 2010;30(29):9647-9650. doi: 10.1523/JNEUROSCI.1990-10.2010
  59. Kumar JS, Bhuvaneswari P. Analysis of electroencephalography (EEG) signals and its categorization–a study. Procedia Engineering. 2012;38:2525-2536. doi: 10.1016/j.proeng.2012.06.298
  60. Fred AL, Kumar SN, Kumar Haridhas A, et al. A brief introduction to magnetoencephalography (MEG) and its clinical applications. Brain Sci. 2022;12(6):788. doi: 10.3390/brainsci12060788
  61. Fatoorechi M, Parkinson J, Prance RJ, Prance H, Seth AK, Schwartzman DJ. A comparative study of electrical potential sensors and Ag/AgCl electrodes for characterising spontaneous and event related electroencephalagram signals. J Neurosci Methods. 2015;251:7-16. doi: 10.1016/j.jneumeth.2015.04.013
  62. Welch A, Mingarelli M, Riedel G, Platt B. Mapping changes in mouse brain metabolism with PET/CT. J Nucl Med. 2013;54(11):1946-1953. doi: 10.2967/jnumed.113.121509
  63. Aiello M, Salvatore E, Cachia A, et al. Relationship between simultaneously acquired resting-state regional cerebral glucose metabolism and functional MRI: a PET/MR hybrid scanner study. Neuroimage. 2015;113:111-121. doi: 10.1016/j.neuroimage.2015.03.017
  64. Heimann F, Weiss S, Müller HM. Anodal transcranial direct current stimulation (atDCS) and functional transcranial Doppler sonography (fTCD) in healthy elderly and patients with MCI: modulation of age-related changes in word fluency and language lateralization. Front Aging. 2024;4:1171133. doi: 10.3389/fragi.2023.1171133
  65. Lin W, Li C. Review of studies on emotion recognition and judgment based on physiological signals. Appl Sci. 2023;13(4):2573. doi: 10.3390/app13042573
  66. Schulte-Goecking H, Azqueta-Gavaldon M, Storz C, et al. Psychological, social and biological correlates of body perception disturbance in complex regional pain syndrome. Curr Psychol. 2022;41(3):1337-1347. doi: 10.1007/s12144-020-00635-1
  67. Peña-García N, Gil-Saura I, Rodríguez-Orejuela A, Siqueira-Junior JR. Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon. 2020;6(6):e04284. doi: 10.1016/j.heliyon.2020.e04284
  68. Riaz MU, Guang LX, Zafar M, Shahzad F, Shahbaz M, Lateef M. Consumers’ purchase intention and decision-making process through social networking sites: a social commerce construct. Behav Inform Technol. 2021;40(1):99-115. doi: 10.1080/0144929X.2020.1846790
  69. Sun Z, Pan G, Yang R, Zang G, Zhou J. Consumer privacy decision-making in digital era: an integrative review and taxonomy. Aslib J Inf Manag. 2026;78(2):307-335. doi: 10.1108/AJIM-12-2023-0526
  70. Kesarwani J, Rai H, Kesarwani R. A neuromarketing framework for data-driven intelligent automation in marketing. In: Gill R, Hooda S, Srivastava D, et al, eds. Handbook of Intelligent Automation Systems Using Computer Vision and Artificial Intelligence. Wiley; 2025:449-469. doi: 10.1002/9781394302734.ch20
  71. Reimann M, Zaichkowsky J, Neuhaus C, Bender T, Weber B. Aesthetic package design: A behavioral, neural, and psychological investigation. J Consum Psychol. 2010;20(4):431-441. doi: 10.1016/j.jcps.2010.06.009
  72. Ravaja N, Somervuori O, Salminen M. Predicting purchase decision: the role of hemispheric asymmetry over the frontal cortex. J Neurosci Psychol Econ. 2013;6(1):1-13. doi: 10.1037/a0029949
  73. Kuhn M, Wendt J, Sjouwerman R, Büchel C, Hamm A, Lonsdorf TB. The neurofunctional basis of affective startle modulation in humans: evidence from combined facial electromyography and functional magnetic resonance imaging. Biol Psychiatry. 2020;87(6):548-558. doi: 10.1016/j.biopsych.2019.07.028
  74. Bebko C, Sciulli LM, Bhagat P. Using eye tracking to assess the impact of advertising appeals on donor behavior. J Nonprofit Public Sect Mark. 2014;26(4):354-371. doi: 10.1080/10495142.2014.965073
  75. Ohme R, Matukin M, Szczurko T. Neurophysiology uncovers secrets of TV commercials. Der Markt. 2010;49(3):133-142. doi: 10.1007/s12642-010-0034-7
  76. Clement J, Smith V, Zlatev J, Gidlöf K, Van de Weijer J. Assessing information on food packages. Eur J Mark. 2017;51(1):219-237. doi: 10.1108/EJM-09-2013-0509
  77. Lepping RJ, Papa VB, Martin LE. Cognitive neuroscience perspectives on food decision-making: A brief introduction. J Agric Food Ind Organ. 2015;13(1):5-14. doi: 10.1515/jafio-2015-0026
  78. Khushaba RN, Wise C, Kodagoda S, Louviere J, Kahn BE, Townsend C. Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Syst Appl. 2013;40(9):3803-3812. doi: 10.1016/j.eswa.2012.12.095
  79. Al-Kwifi SO. The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. J Prod Brand Manag. 2016;25(2):208-218. doi: 10.1108/JPBM-12-2014-0774
  80. Reutskaja E, Nagel R, Camerer CF, Rangel A. Search dynamics in consumer choice under time pressure: An eye-tracking study. Am Econ Rev. 2011;101(2):900-926. doi: 10.1257/aer.101.2.900
  81. Adhikari K. Application of selected neuroscientific methods in consumer sensory analysis: A review. J Food Sci. 2023;88(S1):A53-64. doi: 10.1111/1750-3841.16526
  82. Khondakar MF, Sarowar MH, Chowdhury MH, et al. A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques. Brain Inform. 2024;11(1):17. doi: 10.1186/s40708-024-00229-8
  83. Alsharif AH, Mohd Isa S. Revolutionizing consumer insights: the impact of fMRI in neuromarketing research. Future Bus J. 2024;10(1):79. doi: 10.1186/s43093-024-00371-z
  84. Gheorghe CM, Purcărea VL, Gheorghe IR. Using eye-tracking technology in Neuromarketing. Rom J Ophthalmol. 2023;67(1):2. doi: 10.22336/rjo.2023.2
  85. Zhao H, Qiao L, Fan D, et al. Modulation of brain activity with noninvasive transcranial direct current stimulation (tDCS): clinical applications and safety concerns. Front Psychol. 2017;8:685. doi: 10.3389/fpsyg.2017.00685
  86. Poels K, Dewitte S. How to capture the heart? Reviewing 20 years of emotion measurement in advertising. J Advert Res. 2006;46(1):18-37. doi: 10.2501/S0021849906060041
  87. Ballı A. Comparison of Studies Conducted in the Field of Neuromarketing and Artificial Intelligence Using Bibliometric Method. J Mehmet Akif Ersoy Univ Econ Adm Sci Fac. 2024;11(3):980-1010. doi: 10.30798/makuiibf.1416687
  88. Paladino CA, Milla AC, Andrade-Ruiz G. The role of neuromarketing in decoding brain stimuli and consumer behavior. Int J Management Trends Key Concepts Res. 2024;3(2):6-20. doi: 10.58898/ijmt.v3i2.06-20
  89. Karmarkar UR, Plassmann H. Consumer neuroscience: Past, present, and future. Organ Res Methods. 2019;22(1):174-195. doi: 10.1177/1094428117730598
  90. Terblanche NS. New pharmaceutical product development: Barriers to overcome and opportunities to exploit. J Commer Biotechnol. 2008;14(3):201-212. doi: 10.1057/jcb.2008.11
  91. Knutson B, Rick S, Wimmer GE, Prelec D, Loewenstein G. Neural predictors of purchases. Neuron. 2007;53(1):147-156. doi: 10.1016/j.neuron.2006.11.010
  92. Nakamura R, Miura H, Matsuda N, Taki H. Analysis of the cerebral blood flow affected by brand impressions of the products. Procedia Comput Sci. 2016;96:1748-1755. doi: 10.1016/j.procs.2016.08.223
  93. Constant I, Sabourdin N. The EEG signal: a window on the cortical brain activity. Paediatr Anaesth. 2012;22(6):539-552. doi: 10.1111/j.1460-9592.2012.03883.x
  94. Camfield DA, Scholey A, Pipingas A, et al. Steady state visually evoked potential (SSVEP) topography changes associated with cocoa flavanol consumption. Physiol Behav. 2012;105(4):948-957. doi: 10.1016/j.physbeh.2011.11.013
  95. Vecchiato G, Astolfi L, De Vico Fallani F, et al. On the use of EEG or MEG brain imaging tools in neuromarketing research. Comput Intell Neurosci. 2011;2011(1):643489. doi: 10.1155/2011/643489
  96. Matyevich M, Kingsley MI, Bice R, et al. Reliability and reactivity of heart rate variability and pupillometry in response to controlled autonomic perturbations in university students. Behav Res Methods. 2025;57(9):267. doi: 10.3758/s13428-025-02793-1
  97. Christopoulos GI, Uy MA, Yap WJ. The body and the brain: Measuring skin conductance responses to understand the emotional experience. Organ Res Methods. 2019;22(1):394-420. doi: 10.1177/1094428116681073
  98. Rawnaque FS, Rahman KM, Anwar SF, et al. Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Inform. 2020;7(1):10. doi: 10.1186/s40708-020-00109-x
  99. Demir M. Neuromarketing in health services. Eur J Manag Mark Stud. 2022;7(4). doi: 10.46827/ejmms.v7i4.1383
  100. Cherubino P, Martinez-Levy AC, Caratù M, et al. Consumer behaviour through the eyes of neurophysiological measures: State‐of‐the‐Art and future trends. Comput Intell Neurosci. 2019;2019(1):1976847. doi: 10.1155/2019/1976847
  101. Labrecque LI, Milne GR. Exciting red and competent blue: the importance of color in marketing. J Acad Mark Sci. 2012;40(5):711-727. doi: 10.1007/s11747-010-0245-y
  102. Dasgupta I. Assessing current mechanisms for the regulation of direct-to-consumer neurotechnology. In: Bárd I, Hildt E, eds. Developments in Neuroethics and Bioethics. Vol 3. Academic Press; 2020:233-265. doi: 10.1016/bs.dnb.2020.03.009
  103. Agrawal V, Nikalje V, Sharma S, Haldar P. Role of neuromarketing in modern consumer behavior: systematic literature review. In: Nair AJ, Manohar S, Mittal A, et al, eds. Decoding Consumer Behavior Using the Insight Equation and AI Marketing. IGI Global; 2025:159-182. doi: 10.4018/979-8-3693-8588-3.ch008
  104. Hsu M. Neuromarketing: inside the mind of the consumer. Calif Manag Rev. 2017;59(4):5-22. doi: 10.1177/0008125617720208
  105. Yoon C, Gonzalez R, Bechara A, et al. Decision neuroscience and consumer decision making. Mark Lett. 2012;23(2):473-485. doi: 10.1007/s11002-012-9188-z
  106. Lim WM. Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions. J Bus Res. 2023;160:113638. doi: 10.1016/j.jbusres.2022.113638
  107. Hakim A, Levy DJ. A gateway to consumers’ minds: Achievements, caveats, and prospects of electroencephalography‐based prediction in neuromarketing. Wiley Interdiscip Rev Cogn Sci. 2019;10(2):e1485. doi: 10.1002/wcs.1485
  108. Genevsky A, Knutson B. Neural affective mechanisms predict market-level microlending. Psychol Sci. 2015;26(9):1411-1422. doi: 10.1177/0956797615588467
  109. Mittelstadt B. Principles alone cannot guarantee ethical AI. Nat Mach Intell. 2019;1(11):501-507. doi: 10.1038/s42256-019-0114-4
  110. Price WN, Cohen IG. Privacy in the age of medical big data. Nat Med. 2019;25(1):37-43. doi: 10.1038/s41591-018-0272-7
  111. Plassmann H, Venkatraman V, Huettel S, Yoon C. Consumer neuroscience: applications, challenges, and possible solutions. J Mark Res. 2015;52(4):427-435. doi: 10.1509/jmr.14.0048
  112. Poldrack RA. Can cognitive processes be inferred from neuroimaging data?. Trends Cogn Sci. 2006;10(2):59-63. doi: 10.1016/j.tics.2005.12.004
  113. Jiang F, Jiang Y, Zhi H, et al. Artificial intelligence in healthcare: past, present and future. Stroke Vasc Neurol. 2017;2(4):230-243. doi: 10.1136/svn-2017-000101
  114. Topol EJ. High-performance medicine: the convergence of human and artificial intelligence. Nat Med. 2019;25(1):44-56. doi: 10.1038/s41591-018-0300-7
  115. Daugherty T, Hoffman E, Kennedy K, Nolan M. Measuring consumer neural activation to differentiate cognitive processing of advertising: Revisiting Krugman. Eur J Mark. 2018;52(1-2):182-198. doi: 10.1108/EJM-10-2017-0657
  116. Alsharif AH, Md Salleh NZ, Baharun R, Rami Hashem E A. Neuromarketing research in the last five years: A bibliometric analysis. Cogent Bus Manag. 2021;8(1):1978620. doi: 10.1080/23311975.2021.1978620
  117. Hsu M, Yoon C. The neuroscience of consumer choice. Curr Opin Behav Sci. 2015;5:116-121. doi: 10.1016/j.cobeha.2015.09.005
  118. Bell L, Vogt J, Willemse C, Routledge T, Butler LT, Sakaki M. Beyond self-report: A review of physiological and neuroscientific methods to investigate consumer behavior. Front Psychol. 2018;9:1655. doi: 10.3389/fpsyg.2018.01655
  119. Venkatraman V, Dimoka A, Pavlou PA, et al. Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. J Mark Res. 2015;52(4):436-452. doi: 10.1509/jmr.13.0593
  120. Genevsky A, Yoon C, Knutson B. When brain beats behavior: Neuroforecasting crowdfunding outcomes. J Neurosci. 2017;37(36):8625-8634. doi: 10.1523/JNEUROSCI.1633-16.2017
  121. Telpaz A, Webb R, Levy DJ. Using EEG to predict consumers’ future choices. J Mark Res. 2015;52(4):511-529. doi: 10.1509/jmr.13.0564
  122. Lee N, Chamberlain L. Neuroimaging and psychophysiological measurement in organizational research: an agenda for research in organizational cognitive neuroscience. Ann N Y Acad Sci. 2007;1118(1):18-42. doi: 10.1196/annals.1412.003
  123. Button KS, Ioannidis JP, Mokrysz C, et al. Power failure: why small sample size undermines the reliability of neuroscience. Nat Rev Neurosci. 2013;14(5):365-376. doi: 10.1038/nrn3475
  124. Ioannidis JP. Why most published research findings are false. PLoS Med. 2005;2(8):e124. doi: 10.1371/journal.pmed.0020124
  125. Berkman ET, Falk EB, Lieberman MD. In the trenches of real-world self-control: neural correlates of breaking the link between craving and smoking. Psychol Sci. 2011;22(4):498-506. doi: 10.1177/0956797611400918
Next article in this issue
Share
Back to top
Advanced Neurology, Electronic ISSN: 2810-9619 Print ISSN: 3060-8589, Published by AccScience Publishing
We use cookies on our website to ensure you get the best experience.
Read more about our cookies here
Accept