Neuromarketing: a review of research and implications for marketing

• Main Authors: Nilashi, Mehrbakhsh, Samad, Sarminah, Ahmadi, Neda, Ahani, Ali, Abumalloh, Rabab Ali, Asadi, Shahla, Abdullah, Rusli, Ibrahim, Othman, Yadegaridehkordi, Elaheh
• Format: Article
• Language: English
• Published: Penerbit UTM Press 2020
• Subjects: QA75 Electronic computers. Computer science
• Online Access: http://eprints.utm.my/id/eprint/87185/1/MehrbakhshNilashi2020_NeuromarketingaReviewofResearchandImplicationsforMarketing.pdf; http://eprints.utm.my/id/eprint/87185/; https://jscdss.com/index.php/files/article/view/223/0
• Institution: Universiti Teknologi Malaysia

In this research, we reviewed existing studies which used neuromarketing techniques in various fields of research. The results revealed that most attempts in neuromarketing have been made for business research. This research provides important results on the use of neuromarketing techniques, their l...