Technological Innovations Applied to Neuromarketing: Systematic Review

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.