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Neuromarketing genetics: a systematic review of literature

Otto Herman Pedreira Goecking (Fumec University, Belo Horizonte, Brazil)
Cristiana Fernandes De Muylder (PDMA, Fumec University, Belo Horizonte, Brazil)
Henrique Cordeiro Martins (Fumec University, Belo Horizonte, Brazil)
João Luiz da Matta Felisberto (PDMA, Fumec University, Belo Horizonte, Brazil)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 22 June 2021

Issue publication date: 14 July 2021

478

Abstract

Purpose

The main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to identify possible convergence of interests among health and marketing fields.

Design/methodology/approach

This article was based on a systematic literature review (SLR) with the intention of investigating research related to neuromarketing by means of network analysis of citations.

Findings

The research reveals that there are formed networks in the health and management areas, but they are insufficient to enhance the neuromarketing results. Ethics has been mentioned in some studies, but the maps do not suggest that it is a developing field. Similar results can be seen within the sales area that can be capitalized on by research of gains related to consumer behavior.

Research limitations/implications

One limitation of this study was the use of only one database (Web of Science®) that published several works from 1945 to the present time, but certainly has not exhausted the possibilities of research in the area.

Originality/value

This article helped to highlight the importance of ethics in clinical and business processes using neuroimaging, which could be an easy way to understand the behavioral and physiological mechanisms.

Keywords

Acknowledgements

The authors would like to thank the CAPES, CNPq and FAPEMIG for the research funding provided.

Citation

Goecking, O.H.P., De Muylder, C.F., Martins, H.C. and Felisberto, J.L.d.M. (2021), "Neuromarketing genetics: a systematic review of literature", Journal of Contemporary Marketing Science, Vol. 4 No. 1, pp. 69-82. https://doi.org/10.1108/JCMARS-04-2020-0019

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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