Siddique, Junaid; Shamim, Amjad; Nawaz, Muhammad; Abid, … - In: Journal of Contemporary Marketing Science 6 (2022) 1, pp. 1-21
Purpose Recent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to marketing stimuli. Despite this, the current state of neuromarketing research is not well supported by empirical...