Pabna University of Science and Technology

Abstract

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Purpose: The article aims to shed light on how neuroscience and related scientific methodologies are being utilized to comprehend consumer behavior, preferences, decision-making processes and emotional responses to marketing stimuli. Methodology: A systematic search of peer-reviewed articles from diverse databases was conducted. The selected articles were rigorously assessed, and a qualitative synthesis approach was employed to extract and analyze the key findings. Findings: The findings reveal that neuroscience techniques such as MRI and EEG provide valuable insights into emotional responses, brand perception, pricing strategies, and the neural underpinnings of decision-making. Practical Implications: The findings of this literature review have significant implications for marketing practitioners. By understanding the neural underpinnings of consumer behavior, they can design more effective advertising campaigns, pricing, and branding that can foster strong connections with consumers for greater loyalty and market share. Academicians could be benefited by gaining valuable insights into the neural mechanisms underpinning consumer behavior that can eventually enrich their research and teaching and foster interdisciplinary collaborations. Policymakers could utilize insights from the study to formulate more informed and effective regulations and policies that can enhance consumer protection, improve advertising regulations, and promote ethical practices within the marketing industry. Originality: The originality of this work lies in its comprehensive consolidation of the current state of neuroscience marketing research. Research Limitations: Limitations in terms of the complexity of neuroscience methodologies, the ethical considerations in applying them to consumer research, and the need for further interdisciplinary collaboration are acknowledged.