The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen.

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你需要了解什么？神经营销学学科的系统回顾和研究议程

神经营销现象导致了营销领域的变革，其在商业领域的应用使人们能够更好地了解不同的消费者行为。这项综合研究深入探讨了神经营销学的多方面世界。该研究采用系统文献综述方法，回顾了 Web of Science 数据库中的 51 篇文章，旨在提供神经营销学领域的整体视图，为商业和学术界的未来研究和实际应用提供有价值的见解和方向。本研究的主要结果分为六个不同的研究主题：1. 神经营销的演变，2. 神经营销的定义和神经营销工具，3. 神经营销的实践，4. 神经营销的社会价值，5. 神经营销和消费者行为，6 . 可持续业务发展的神经营销。研究结果基于 4W 框架（What、Where、Why 和 How）和 TCCM 框架（Themes、Contexts、Characteristics 和 Methodology）。该研究强调了神经营销学对企业的重要性，并呼吁企业采取行动，研究传统营销技术可能忽视的神经营销学潜力。这项研究因其对学科内理论演变、定义、工具、实践、社会价值以及对消费者行为的影响的调查而引人注目。它对可持续商业发展的贡献不断显现，神经营销学可以通过了解消费者行为来促进可持续产品和实践。这项研究提出了宝贵的见解，并通过神经营销学的理论进步为未来的研究奠定了基础。它进一步成为营销人员和研究人员增强理论和实践敏锐度的基础资源。