Aim/PurposeNeuromarketing transforms marketing by offering deeper insights into consumer behavior and emotions, enabling more effective but challenging marketing practices. Businesses must leverage these insights, adapt strategies, and explore innovative approaches to drive growth. Despite its rapid development, research in this field remains limited and calls for deeper exploration.

BackgroundNeuromarketing’s growing relevance in marketing makes exploring its theoretical foundations and application important. Understanding neuromarketing’s intellectual structure is essential to guide businesses in leveraging these insights and adapting their strategies.

MethodologyThe researchers applied VOSviewer and Biblioshiny software to perform a range of examinations, including encircling keyword scrutiny, bibliographic coupling assessment, citation scrutiny, and three-field plot investigation.

ContributionTo fill this knowledge gap, this study examines the intellectual structure of neuromarketing and identifies avenues for future research.

FindingsThe identification of seven distinct clusters within the neuromarketing domain is the key outcome of the study, namely “Integration of Neuroscience Techniques in Marketing,” “Pervasive Cues in NM,” “Modalities in NM,” “Boundaries and Frontiers of NM,” “NM in practice,” “Inferences of NM Data,” and “Novel metrics of NM.” Future research directions are offered for each of these clusters, followed by a discussion of the consequences for management and research, a conclusion, and an acknowledgment of the study’s limitations.

Recommendation for ResearchersLeverage neuromarketing insights, adopt innovative strategies, and ensure ethical practices to enhance marketing effectiveness and drive business growth.

Future ResearchEmploying cutting-edge tools like VOSviewer and Biblioshiny, the research meticulously scrutinizes the current literature landscape, elucidating prominent patterns and pinpointing promising avenues for future exploration.