A LITERATURE REVIEW ON NEUROMARKETING TECHNIQUES AND APPLICATIONS
Vali ALIYEV, PhD international student, Azerbaijan Doctoral School of Legal and Economic Sciences
Аннотация
Neuromarketing is an interdisciplinary domain that merges neuroscience, psychology, and marketing to study
consumer behavior on a subconscious level. Unlike conventional marketing research, which relies on self-reported
feedback, neuromarketing employs cutting-edge neuroscientific techniques such as EEG, fMRI, eye-tracking, and
biometric analysis to assess brain activity and emotional responses in real time. These insights help evaluate the
effectiveness of advertisements, branding strategies, and product designs. Studies suggest that neuromarketing
improves consumer insight accuracy, particularly in brand perception, advertising effectiveness, and purchasing
behavior. EEG research shows that emotionally engaging ads increase consumer attention, while eye-tracking
identifies optimal ad placements. As this field evolves, ethical considerations and the integration of AI and big data
remain crucial for advancing consumer behavior analysis. Future research should focus on ethical transparency
and improved predictive models to enhance neuromarketing’s application in business strategy.
Keywords: neuromarketing, consumer behavior, eye-tracking, advertising effectiveness, subconscious decisionmaking.
