Contemporary perspectives in neuromarketing: a systematic literature review

Authors

DOI:

https://doi.org/10.5902/1983465990491

Keywords:

Neuromarketing, Systematic review of the literature, Neuromarketing theory, Consumer behavior, Bibliometric

Abstract

Purpose: This study aims to address gaps in the neuromarketing literature by performing a comprehensive systematic literature review (SLR) covering the field's theories, techniques, and methodologies. The goal is to overcome existing limitations related to sector specificity, limited article count, and narrow database selection, providing a broad and deep understanding of neuromarketing’s theoretical frameworks and applications.

Design/methodology/approach: Using an SLR approach, this study examines 877 unique articles sourced from Scopus and Web of Science, selected based on relevance to neuromarketing theory. Through bibliometric analysis facilitated by the biblioshiny and Research Rabbit tools, the study identifies significant authors, documents, journals, collaboration networks, and thematic structures, culminating in a co-citation network and conceptual mapping of the field.

Findings: Results indicate increased neuromarketing research, especially over the past five years. Key themes include consumer behavior, neuroscience integration, and ethical considerations. The study identifies three distinct research clusters focusing on neuromarketing’s intersection with neuroscience, sensory marketing, and consumer psychology. Key authors and publications are mapped, highlighting trends and emerging areas for future study.

Originality/value: This research provides a comprehensive overview of neuromarketing literature, establishing foundational insights into theoretical and practical advancements. It also proposes a conceptual guide for future research avenues in neuromarketing, serving as a critical resource for researchers and practitioners seeking a structured understanding of this interdisciplinary field.

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Author Biographies

José Sarto Freire Castelo, Universidade de Fortaleza

Doctor Professor of the Graduate Program in Business Administration at the University of Fortaleza Concluiu estágio Pós-Doutoral no Programa de Pós-Graduação em Gestão Urbana, na área de Cidade Digital Estratégica na Pontifícia Universidade Católica do Paraná e Doutoramento em Gestão com ênfase na área de Marketing pela Faculdade de Economia da Universidade de Coimbra. Atuou como Assessor da Diretoria da Confecções Guararapes S.A., Gerente Comercial da Quimindústria S.A. (Hidracor) e também como Coordenador do Curso de Administração da Universidade de Fortaleza. Atualmente é Professor Titular, leciona as disciplinas de Marketing Estratégico no Mestrado Profissional de Administração (MPA), Gestão Estratégica de Marcas (Branding) e Marketing Estratégico no Programa de Pós-Graduação em Administração (PPGA) inserido na linha de pesquisa Operações e Mercado, sendo também membro suplente representante do Centro de Comunicação e Gestão no Comitê de Ética e Pesquisa na Universidade de Fortaleza. 

 

Geizyanne Quirino dos Santos, Universidade de Fortaleza

Atual bolsista de iniciação científica da cadeira de antropologia e neuromarketing, formada em moda pela Universidade de Fortaleza, e atualmente bacharel em Marketing pela mesma.

José Iran Batista de Melo Filho, Universidade de Fortaleza

Professor pela Universidade de Fortaleza, Doutorando e mestre em Administração de Empresas pela Universidade Estadual do Ceará. Desenvolve pesquisas com abordagens qualitativas, quantitativas e mistas em diversas áreas da gestão, sendo com mais atuação acadêmica as linhas de: inovação e empreendedorismo e as mais voltadas ao mercado as de: avaliação de políticas públicas e marketing político. Possui experiência com disciplinas na área da Gestão (Antropologia do Consumo e Neuromarketing, Análise de Descritiva de Dados, Ciência de dados aplicada a gestão, Inteligência Analítica, Pesquisa Operacional e Matemática para empreendedores). Atua também como consultor e assessor em pesquisas qualitativas no Instituto Datainfo Pesquisa e Consultoria. É membro colaborador do periódico "Revista Ciências Administrativas" da Universidade de Fortaleza e possui expertise gerência de unidades empresarias, com atividades desempenhadas em rotinas administrativas, supervisão de manutenção, logística, compras, vendas e operações.

 

Tamiris Costa Diógenes Lima, Universidade de Fortaleza

Bacharel em Marketing pela Universidade de Fortaleza (UNIFOR). Atuou como bolsista de iniciação científica por três anos, com pesquisas voltadas ao neuromarketing, comportamento do consumidor e estratégias de marketing. Tem experiência na produção de artigos científicos, com artigo aceito em revista qualificada (A4) e outros trabalhos em processo de submissão. Possui interesse contínuo por pesquisa, atuação prática no mercado e está disponível para aprender e compartilhar conhecimento.

Milena Reis Auip Barbosa, Universidade de Fortaleza

A professora Dra. Milena Reis Auip Barbosa tem doutorado em Administração de Empresas pela Universidade de Fortaleza (Unifor), mestrado em Gestão em Negócios Turísticos pela Universidade Estadual do Ceará (UECE), MBA em Marketing pela Fundação Getúlio Vargas/MRH, e Bacharel em Turismo pela Universidade de Fortaleza (UNIFOR). Professora de curso de Graduação e Pós Graduação nas áreas de Marketing, Eventos e Hospitalidade. Trabalhou no Fortaleza Convention Visitors Bureau no período de 2004 a 2007 e 2010 a 2014, nas áreas de projetos e atendimento. Trabalhou no Convention Visitors Bureau de Campinas e região, no período de 2009 a 2010, assumiu uma área de gerente de novos negócios. A partir de 2012, iniciou-se na área de gestão acadêmica, onde atualmente exerce a função de coordenadora dos cursos Tec. de Marketing, Tec. EAD Marketing Digital e Bacharelado em Marketing. Tem experiência nas áreas de Marketing, Educação, Turismo e Eventos. Tem experiência nas áreas de Marketing, Gestão Acadêmica e Turismo, com ênfase em Promoção, atuando principalmente nos seguintes temas: eventos, educação, turismo, marketing e sustentabilidade.

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2025-09-30

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Castelo, J. S. F., Santos, G. Q. dos, Melo Filho, J. I. B. de, Lima, T. C. D., & Barbosa, M. R. A. (2025). Contemporary perspectives in neuromarketing: a systematic literature review. Revista De Administração Da UFSM, 18(3), e7. https://doi.org/10.5902/1983465990491

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Vol. 18 No. 3 (2025): Jul-Sep

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