Demystifying neuromarketing

This article adopts an integrated knowledge inquiry approach and systematically reviews (through content analysis) and draws themes (through thematic analysis) to explain the concept of, methods for, ethical issues related to, and contributions from neuromarketing and to discuss the future role of neuromarketing as a provider of new impetuses for advancing marketing science. In doing so, this article clarifies the key questions about neuromarketing and identifies multiple avenues to meaningfully extend existing lines of inquiry on neuromarketing. Thus, this article should assist neuromarketers in unlocking the potential of neuromarketing to contribute to marketing theory and practice.