A SYSTEMATIC REVIEW ON NEUROMARKETING IN PHARMACEUTICAL INDUSTRIES

Abstract

Neuromarketing has garnered significant academic and commercial interest due to -advancements in neural recording techniques and interpretation algorithms, making it an effective tool for deciphering consumers’ implicit responses to marketing stimuli. This article presents a pioneering systematic review of neuromarketing within the pharmaceutical advertising domain. The study commences with an in-depth exploration of the background and rationale for conducting this review, followed by clearly articulated objectives and research questions. A thorough literature review provides insights into neuroscientific perspectives relevant to consumer behavior and decision-making, laying the foundation for the methodology section. Here, the search strategy, inclusion and exclusion criteria, study selection process, and data synthesis methods utilized in this systematic review are delineated. The systematic review section is structured around key themes, including an analysis of neuromarketing techniques applied in advertising within the pharmaceutical sector and specific types of pharmaceutical advertisements. Additionally, the review investigates the methodologies employed in neuromarketing practices, offering an overview of commonly utilized techniques. Furthermore, the review discusses the implications of neuromarketing approaches in pharmaceutical advertising, highlighting practical applications and emerging trends. The discussion section critically examines key findings concerning the effectiveness of neuromarketing in pharmaceutical advertising, outlining both strengths and limitations of these approaches. Ethical considerations inherent in neuromarketing techniques are also explored, alongside gap analysis aimed at identifying areas for future research and development. In conclusion, this systematic review provides valuable insights into the applications of -neuromarketing in pharmaceutical advertising, offering recommendations for future directions and enhancements in this dynamic field.