Abstract
Neuromarketing allows us to understand the relationship between brain function and consumer buying behavior. Various technological innovations have been developed to influence the individual’s brain functioning and increase the likelihood of purchase. In this context, this article presents a systematic review of research that has developed technological innovations to be used in neuromarketing. After applying the inclusion and exclusion criteria, 10 studies were identified that allowed us to analyze the most relevant technological developments in the area. The main devices found are encompassed in technology for visual tracking, neuroimaging, and new neuromarketing developments. We conclude this research by highlighting the benefit of these devices in neuromarketing and the need for future studies to analyze their effectiveness.
| Original language | English |
|---|---|
| Title of host publication | Marketing and Smart Technologies - Proceedings of ICMarkTech 2023 |
| Editors | José Luís Reis, José Paulo Marques dos Santos, Jiří Zelený, Beáta Gavurová |
| Publisher | Springer Science and Business Media Deutschland GmbH |
| Pages | 531-538 |
| Number of pages | 8 |
| ISBN (Print) | 9789819715510 |
| DOIs | |
| State | Published - 2024 |
| Event | International Conference on Marketing and Technologies, ICMarkTech 2023 - Prague, Czech Republic Duration: 30 Nov 2023 → 2 Dec 2023 |
Publication series
| Name | Smart Innovation, Systems and Technologies |
|---|---|
| Volume | 386 |
| ISSN (Print) | 2190-3018 |
| ISSN (Electronic) | 2190-3026 |
Conference
| Conference | International Conference on Marketing and Technologies, ICMarkTech 2023 |
|---|---|
| Country/Territory | Czech Republic |
| City | Prague |
| Period | 30/11/23 → 2/12/23 |
Bibliographical note
Publisher Copyright:© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.
Keywords
- Brain
- Consumer behavior
- Neuromarketing
- Technological devices