Neuromarketing genetics: a systematic review of literature

PurposeThe main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to identify possible convergence of interests among health and marketing fields.Design/methodology/approachThis article was based on a systematic literature review (SLR) with the intention of investigating research related to neuromarketing by means of network analysis of citations.FindingsThe research reveals that there are formed networks in the health and management areas, but they are insufficient to enhance the neuromarketing results. Ethics has been mentioned in some studies, but the maps do not suggest that it is a developing field. Similar results can be seen within the sales area that can be capitalized on by research of gains related to consumer behavior.Research limitations/implicationsOne limitation of this study was the use of only one database (Web of Science®) that published several works from 1945 to the present time, but certainly has not exhausted the possibilities of research in the area.Originality/valueThis article helped to highlight the importance of ethics in clinical and business processes using neuroimaging, which could be an easy way to understand the behavioral and physiological mechanisms.