Neuromarketing in cognitive approaches to consumer behavior

Neuromarketing offers exciting opportunities in business development. Neuromarketing strategies are in their early stages and promise much more in the future. Neuromarketing is expected to play a pivotal role in the highly competitive field of global marketing. With the increasing availability of advanced technologies and tools, neuromarketing will be more profitable in the long run. There is currently a growing interest in gaining a deeper understanding of consumer behavior. In this context, the union of different disciplines such as neuroscience and marketing has created a new field of knowledge. This study mainly aims to conduct a systematic review of neuromarketing literature from a holistic perspective, analyzing its definition and processes as well as more specific aspects such as ethics and its applications. Neuromarketing as an important tool to help clarify and understand consumer behavior, has potential in the field of communication, as well as the potential to identify consumers' unconscious needs and thus create more attractive packaging, pricing decisions and more efficient positioning. Brands were identified. Overall, the major importance of neuromarketing lies in its ability to fill the gaps left by traditional marketing research.

کلیدواژه ها:

neuromarketing ، consumer behavior ، decision making ، purchase behavior