The present thesis is a literature review that follows the history and application of a still underdeveloped concept known as Neuromarketing. Initially nicked around the early 1990s and still a controversial topic nowadays. Throughout the document, my main purpose is to review and help spread the advancements in the field of neuromarketing, its advantages and disadvantages, and the vision for the future.
This research will take into account eighteen articles from many different authors and journals, as well as part of my personal opinion to help with the understanding of such innovative definition. As well as explaining the concept, we will also include several of the neuroimaging equipment used in Neuromarketing such as fMRI (Functional Magnetic Resonance), EEG (Electroencephalogram), MEG (Magnetoencephalogram), and eye tracking devices.
I hope this literature review on the subject will help set unify the concept in a single document and can be utilized as a guideline for understanding and applying the concept of Neuromarketing.

ABSTRACT i
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 BACKGROUND OF NEUROMARKETING 3
2.1 What is Neuromarketing 3
2.2 The Reptilian Brain 4
2.3 Medical equipment used 6
2.3.1 Electroencephalogram (EEG) 6
2.3.2 Magnetoencephalogram (MEG) 7
2.3.3 Functional Magnetic Resonance Imaging (fMRI) 8
CHAPTER 3 METHODOLOGY 10
CHAPTER 4 RESULTS OF REVIEW 15
4.1 Importance of Neuromarketing 15
4.2 Studies on Advertisement and Publicity 17
4.3 Studies on Consumer Preferences about Product Attributes 19
4.3.1 The Pepsi Paradox (EEG) 20
4.3.2 Cracker Test (EEG) 22
4.3.3 Forecasting Chocolate Sales (fMRI) 25
4.4 Studies in Service Context 27
4.4.1 Ethnicity and Gender Impact on Service Recovery (EEG) 29
CHAPTER 5 OBSERVATIONS, DISCUSSIONS, AND CONCLUSIONS 33
5.1 Benefits of Neuromarketing 33
5.2 Limitations of Neuromarketing 34
5.2.1 Mistrust of Public and Academics 34
5.2.2 Ethics issues 35
5.2.3 Costs 36
5.3 Future of Neuromarketing 37
5.4 Conclusions 39

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Boshoff, C. (2012). A Neurophysiological Assessment of Consumers' Emotional Responses to Service Recovery Behaviors: The Impact of Ethnic Group and Gender Similarity. Journal of Service Research, 401-413.
Davidson, R. J. (2004). What does the prefrontal cortex ‘‘do’’ in affect: Perspectives on frontal EEG asymmetry research. Biological Psychology, 219-234.
Eser, Z., Isin, F. B., & Tolon, M. (2011). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Jorunal of Marketing Management, 854-868.
Fugate, D. L. (2008). Marketing services more effectively with neuromarketing research: a look into the future. Journal of Services Marketing, 170-173.
Javor, A., Koller, M., Lee, N., Chamberlain, L., & Ransmayr, G. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology Journal, 1-12.
Karmarkar, U. R., Yoon, C., & Plassman, H. (2015). Marketers Should Pay Attention to fMRI. Harvard Business Review, 1-5.
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Koenigs, M., & Tranel, D. (2008). Prefrontal cortex damage abolishes brand-cued. Ofxord Journals, 1-6.
Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at poin-of-sale based on functional brain activation using fMRI. Neuroimage, 122-128.
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Rozan, V. C., Engracia, J. d., & Caldeira, J. H. (2014). A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations. Journal of Management Research, 201-220.
Smidts, A., Hsu, M., Sanfey, A. G., Boksem, M. A., Ebstein, R. B., Huettel, S. A., . . . Yoon, C. (2014). Advancing Consumer Neuroscience. Marketing Letters, 257-267.
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