Neuromarketing and the Marketing Mix: An Integrative Review and Future Research Agenda Using the TMC Approach

Neuromarketing has triggered significant attention in recent years, due to its potential to uncover the mechanisms that drive consumer behavior. The purpose of the current study is twofold. First, the study addresses the fragmented literature in neuromarketing, examining its methodological orientations (tools and techniques). Second, using the Stimulus-Organism-Response (SOR) framework, the study develops a conceptual framework for identifying activations in brain areas associated with a consumer's behavioral response (outputs) to various stimuli (inputs), as they relate to core marketing concepts (product, price, place, and promotion). Building on 208 scientific publications from the SCOPUS database and adopting an integrative review approach, scientific bibliographic data was used in combination with traditional content analysis to characterize the focal concept, techniques, contributions, future potential, and relevance. The study integrates the SOR framework to explore how individual-level sensory stimuli influence subsequent behavioral responses through the mediation of the four core pillars of the marketing mix; a combination that represents a novel contribution to the existing literature. The study infers that neuromarketing insights greatly enhance each component of the marketing mix. Consumer emotional reactions, attention allocation, and decision-making processes are illuminated by neuroscientific approaches, guiding product creation, pricing tactics, and promotional activities. Furthermore, these strategies give insight into how to improve brand perception and consumer engagement across several channels and touchpoints. The study presents future research directions in the form of themes, methodology, and context (TMC).