Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …

In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

This study aims to select the physiological and neurophysiological studies utilized in
advertising and to address the fragmented comprehension of consumers' mental responses …

This article adopts an integrated knowledge inquiry approach and systematically reviews
(through content analysis) and draws themes (through thematic analysis) to explain the …

Neuromarketing is a growing multidisciplinary area that combines consumer behavior,
neuroscience, and economics to give the tourism industry with new methods that are more …

The new technological advances achieved during the last decade allowed the scientific
community to investigate and employ neurophysiological measures not only for research …

Purpose For many consumer neuromarketing researchers, the use of functional magnetic
resonance imaging has been the most preferred neuroscience technique. However …

Neuromarketing is an emerging field in which academic and industry research scientists
employ neuroscience techniques to study marketing practices and consumer behavior. The …

Consumers' food choices are often driven by reasons of which consumers are not fully
aware. Decision-making about food is influenced by a complex set of emotions, feelings …

The use of neuroscience tools to study consumer behavior and the decision making process
in marketing has improved our understanding of cognitive, neuronal, and emotional …