A review of studies on neuromarketing: practical results, techniques, contributions and limitations

This article surveyed the main neuromarketing techniques used in the world and the practical results obtained. Specifically, the objectives are (1) to identify the main existing definitions of neuromarketing; (2) to identify the importance and the potential contributions of neuromarketing; (3) to demonstrate the advantages of neuromarketing as a marketing research tool compared to traditional research methods; (4) to identify the ethical issues involved with neuromarketing research; (5) to present the main neuromarketing techniques that are being used in the development of marketing research; (6) to present studies in which neuromarketing research techniques were used; and (7) to identify the main limitations of neuromarketing. The results obtained allow an understanding of the ways to develop, store, retrieve and use information about consumers, as well as ways to develop the field of neuromarketing.  In addition to offering theoretical support for neuromarketing, this article discusses business cases, implementation and achievements.