Neuro-Insights: A Systematic Review of Neuromarketing Perspectives across Consumer Buying Stages

Raveena Gupta^1*Anuj Kapoor²Harsh Verma¹

• ¹Faculty of Management Studies, University of Delhi, New Delhi, India
• ²Indian Institute of Technology Jodhpur, Jodhpur, Rajasthan, India

The application of neurophysiological techniques in marketing and consumer research has seen substantial growth in recent years. This review provides a comprehensive overview of how neuroscience has been integrated into consumer behavior research commonly referred to as "neuromarketing." While prior reviews have addressed methods, tools, and theoretical foundations, they have largely concentrated on the pre-purchase stage of decision-making. Expanding on this, the current review examines the stage specific affective behavioural and cognitive components neural responses across the full consumer journey. Using the PRISMA framework, the authors systematically analyze stage specific existing neuromarketing literature to present a well-rounded perspective. Moreover, it introduces an integrated framework that aligns neuromarketing insights with each stage of the consumer decision-making process. To support future research, the paper proposes a novel 3x3 typology, identifying cross modal interactiona and underexplored areas and gaps in the literature. Overall, this review advances neuromarketing as a rigorous and credible research approach, offering valuable direction for scholars and contributing to its establishment as a recognized discipline within marketing.