Neuromarketing at the Crossroads: Current Trends and Future Perspectives- Systematic Review

In today's competitive business world, it has become increasingly difficult to capture consumers’ attention and outshine competitors. Today's business is continuously tracking what consumers buy, and it has always been difficult to understand why they buy and how their thought process works in making such decisions. Using only traditional methods would not provide an edge over competitors; to sustain and survive in the competitive market, researchers began to work with a combination of traditional and modern marketing strategies, i.e., neuromarketing. Neuromarketing is the study of consumers’ emotional and cognitive responses to media and marketing Stimuli. The new techniques of neuromarketing Insights into consumer decisions and actions that are unconscious and not taken into account by mere traditional marketing research methodologies, the study aims to explore the concept deeper and highlight the critiques of the field along with its ethical considerations Another important aspect of neuromarketing, that is growing at a faster pace is the sensory marketing (visual, auditory and kinesthetics) used in modern day marketing. This study highlights the importance of sensory neuromarketing in uncovering consumer psychology and detecting brain activity during consumer engagement with different products. The study employs a conceptual approach with insights drawn from existing literature and industry examples to critically examine the risks and opportunities inherent in sensory marketing for the coming generations. The findings suggest that although neuromarketing can improve the methods of identifying consumer decision making not free from limitations, and there exists a need for ethical considerations and regulatory attention to mitigate its potential adverse effects. The paper advances insights into how sensory marketing shapes the behavioural outcomes of consumers.