The future of neuromarketing: A systematic review with PESTLE analysis

The aim of this research is to explore and to classify the studies in the major literature on neuromarketing with PESTLE dimensions and to extract future research domains and questions. In this research international Neuromarketing articles published between 2016-2021 on most successfull journals in their area on https://www.scimagojr.com/ has been examined. Most successfull first 40 journal in marketing area on the website has been scanned within the scope of research, 30 articles on these journals which includes ''Neuromarketing'', ''Neuro-marketing'' keywords has been reached. As a result of conducted examinations, it is decided that 27 articles can be evaluated within the scope of this research and a work has been conducted on these articles. At the results which has been achived with conducted PESTLE analysis, it is seen that Neuromarketing is frequently appearing with consumer behaviour, economy, technology and ethical concerns. Today the future of Neuromarketing which is mostly used to analyse consumer behaviour and purchasing behaviours, is closely related with technological developments. This research which is made with systematic compilation aim bring this side of Neuromarketing into forward and to contribute the works oriented for the future of Neuromarketing.