Neuroeconomics: Review and Future Research Directions in the Arena of Marketing and Economics

The paper conducted a literature survey to provide perspicuous comprehension into the development of nexus between neuroscience, marketing, economics over the past decade. Appropriate filtration methodology was used which screened ninety-three initial papers in the field to thirty-eight most relevant. The paper then analyzed the obtained research and mapped it using an organising framework. Lastly, by utilizing this framework, future research directions in the domain were suggested as well. Thus, this study would be beneficial to future researchers in designating and channelizing their interest in the area of neuroeconomics and neuromarketing.

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