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Neuromarketing Intelligence to Understand Customer Behaviour: An Integrated Framework and Future Research Agenda
Abstract
For a long time, neuromarketing has garnered significantly greater attention when it comes to understanding customer behaviour. However, the field has diverged and become fragmented. As a result, the purpose of this article is to perform a thorough study of existing literature in order to know how neuromarketing can helps to understand customer behaviour, and to develop a conceptual framework. This study conducts a systematic literature review based on the PRISMA framework based on 398 Scopus-indexed articles published since 2005. Based on the synthesis, this study created a conceptual framework that depicts the antecedents, mediators, and outcomes of neuromarketing research to better understand consumer behaviour. Furthermore, this work recognized some ignored areas and suggested some research options in neuromarketing research. To the best of the author's knowledge, this is the first study to develop the conceptual framework to understand the consumer behaviour best on neuromarketing articles published during 2005 to 2022.
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