Resumo

Neuromarketing is a growing approach to research that has gained attention among marketing researchers. Specifically, neuroimaging tools are among the most used tools in neuromarketing. However, the literature in this area is very dispersed, with no identification of what each area of the brain represents for neuromarketing. Therefore, the study carried out a systematic review of the literature, followed by the integration of the data into a conceptual framework, demonstrating the main themes studied in neuromarketing and which areas are activated in the brain for each of these themes.

Based on this context briefly presented, the following problem emerges: What are the main areas in the brain studied in neuromarketing? The objective of this article is to identify the areas of the brain most used in neuromarketing and what they represent for this topic.

The term neuromarketing first appeared in a scientific paper title by Lee (2007), which dealt with neuroimaging techniques being applied to marketing research. Neuroscience applied to consumer behaviour uses neuroscientific tools and theories to better understand the cognitive processes that lead the consumer to make a decision, to take an attitude or some other process related to the behaviour. They are tools and theories that help to deepen the understanding of the cognitive processes, as well as the underlying mechanisms that help to explain the behaviours of the consumers.

The themes identified were: decision making; attention, emotion and reward; brand recognition; preference; attitude; memory. The conceptual framework synthesizes some of the main marketing themes studied from the perspective of neuroscience. For each of these themes, the research topics that are important for neuroromarketing have been identified, especially that contribute to a better understanding of consumer behaviour. Based on the studies conducted through the systematic review of the literature, the main brain areas activated for their respective themes were also listed.

Based on the discussions, it was possible to identify the main topics studied in neuromarketing and how they use techniques of neuroimaging to deepen their understanding of consumer behaviour. In this analysis, the main areas of the brain activated under the specific study contexts of each theme were identified. The article showed the potential of neuroimaging tools for the development of general marketing research. The use of these techniques, as well as the identification of the main contexts in which they are used, demonstrates the potential of the same for market planning and strategies.

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