Neuromarketing as Emerging Marketing Tool in Pharmaceutical Domain
Comprehensive Overview on Applications and Safety Concerns
,
Abstract
Background: Neuromarketing is an interdisciplinary approach generated by integrating neuroscience, psychology, and marketing. It has emerged as a powerful tool to understand and influence consumer behavior by analyzing neural responses to marketing stimuli. In the pharmaceutical sector, decision-making is complex and often emotionally charged; neuromarketing offers novel insights into patient and healthcare professional engagement and brand communication strategies. Methods: This review comprehensively discusses the role of neuromarketing in different fields, including pharmaceutical marketing, with a focus on the utility of neuroimaging and psychophysiological tools such as fMRI, EEG, eye-tracking, galvanic skin response, and others to decode subconscious responses to pharmaceutical advertisements, packaging, and digital campaigns. A critical analysis of existing literature from healthcare and related sectors was conducted. Results: The reviewed literature highlights the significance of these tools in enhancing the efficacy of marketing strategies and promoting ethical consumer interactions. The review also addresses safety concerns associated with neuromarketing practices, including data privacy, informed consent, and the potential for manipulation. The integration of neuroscientific data into marketing raises important ethical and regulatory challenges, especially in the health sector. In addition, future research directions emphasize the need for standardized methodologies and long-term impact assessments to ensure that neuromarketing contributes constructively to public health communication. Conclusion: The reviewed literature highlights the significance of these tools in enhancing the Overall, this article underscores the transformative potential of neuromarketing in the pharmaceutical domain while advocating for a balanced approach that safeguards consumer autonomy and promotes improved evidence-based marketing practices..Bhardwaj S, Thapa SB, Gandhi A. Advances in neuromarketing and improved understanding of consumer behaviour: Analysing tool possibilities and research trends. Cogent Business & Management. 2024 Dec 31;11(1):2376773.
Song G, Gazi MA, Waaje A, Roshid MM, Karim R, Rahaman MA, Min Z, bin S Senathirajah AR. The neuromarketing: Bridging neuroscience and marketing for enhanced consumer engagement. IEEE Access. 2025 Feb 25.
Geetha V, Hegde SN. Mapping the Consumer Mind: Neuromarketing Applications in Personalization and Targeting. Library of Progress-Library Science, Information Technology & Computer. 2024 Jul 15;44(3).
Goncalves MV, Marques JA, Silva BR, Luther V, Hayes S. Neuromarketing and global branding reaction analysis based on real-time monitoring of multiple consumer's biosignals and emotions. Journal of International Business and Management. 2023 Apr 26.
Alsharif AH, Salleh NZ, Khraiwish A, Homsi LN. Exploring the Path of Biomedical Technology in Consumer Neuroscience Research: A Comprehensive Bibliometric Analysis. International Journal of Online & Biomedical Engineering. 2023 Dec 5;19(16).
Kalaganis FP, Georgiadis K, Oikonomou VP, Laskaris NA, Nikolopoulos S, Kompatsiaris I. Unlocking the subconscious consumer bias: a survey on the past, present, and future of hybrid EEG schemes in neuromarketing. Frontiers in Neuroergonomics. 2021 May 17;2:672982.
Florea NV, Croitoru G, Coman DM, Coman MD. The influence of fashion retailers on customer psychology using visual merchandising and store layout to improve shopping decision. Journal of Theoretical and Applied Electronic Commerce Research. 2025 Feb 28;20(1):40.
Mandal K, Bag S. Neuromarketing Practices in Marketing Campaigns: A Case of Forecasting Consumer Behavior. InAgile Business Transformations 2025 Jul 7 (pp. 317-333). Apple Academic Press.
Kaur S. Neuromarketing and Financial Decision Making. InImpact of Sensory Marketing on Buying Behavior 2025 (pp. 125-154). IGI Global.
Abu A, Lyan A. The evolution of neuromarketing techniques and their impact on consumer behavior in high-end segment brands of the fashion industry (Bachelor's thesis, International School of Economics Maqsut Narikbayev University, Astana).
Shah N, Nambiar N, Gajera O, Panchal S. A SYSTEMATIC REVIEW ON NEUROMARKETING IN PHARMACEUTICAL INDUSTRIES. Nirma University Journal of Pharmaceutical Sciences. 2024;11(2).
Gkintoni E, Aroutzidis A, Antonopoulou H, Halkiopoulos C. From neural networks to emotional networks: A systematic review of EEG-based emotion recognition in cognitive neuroscience and real-world applications. Brain Sciences. 2025 Feb 20;15(3):220.
Hanulakova E, Daňo F, Kukura M, Hula R. Marketing in social innovations targeted at healthcare. Marketing i menedžment innovacij. 2021(3):90-107.
Awasthi A, Nneoma NR, Shukla P, Kumari S, Sahil S, Gandhi NK, Agustin FE. The role of emotions in consumer brand loyalty: a Neuromarketing Approach. International Journal of Tourism and Hospitality in Asia Pasific. 2024;7(1):104-16.
Ferrell ML, Beatty A, Dubljevic V. The Ethics of Neuromarketing: A Rapid Review. Neuroethics. 2025 Apr;18(1):1-22.
Goncalves M, Hu Y, Aliagas I, Cerdá LM. Neuromarketing algorithms’ consumer privacy and ethical considerations: Challenges and opportunities. Cogent Business & Management. 2024 Dec 31;11(1):2333063.
Spence C. Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods. 2019 Jan;22(1):275-98.
Senior C, Lee N. The state of the art in organizational cognitive neuroscience: the therapeutic gap and possible implications for clinical practice. Frontiers in human neuroscience. 2013 Dec 5;7:808.
Harmon-Jones E, Gable PA, Price TF. Does negative affect always narrow and positive affect always broaden the mind? Considering the influence of motivational intensity on cognitive scope. Current Directions in Psychological Science. 2013 Aug;22(4):301-7.
Foxall GR. Cognitive requirements of competing neuro-behavioral decision systems: some implications of temporal horizon for managerial behavior in organizations. Frontiers in human neuroscience. 2014 Apr 1;8:184.
Kliemann D, Jacoby N, Anzellotti S, Saxe RR. Decoding task and stimulus representations in face-responsive cortex. Cognitive neuropsychology. 2016 Nov 16;33(7-8):362-77.
Evaluate Pharma World Preview “https://www.evaluate.com/thought-leadership/
pharma/evaluatepharma-world-preview-2019-outlook-2024” (Accessed on 11 July, 2025)
Ventola CL. Direct-to-consumer pharmaceutical advertising: therapeutic or toxic?. Pharmacy and Therapeutics. 2011 Oct;36(10):669.
Orzan G, Zara IA, Purcarea VL. Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research. Journal of medicine and life. 2012 Dec 25;5(4):428.
Morin C. Neuromarketing: the new science of consumer behavior. Society. 2011 Mar;48(2):131-5.
Zurawicki L. Neuromarketing: Exploring the brain of the consumer. Springer Science & Business Media; 2010 Sep 2.
Wolbring G, Diep L, Yumakulov S, Ball N, Leopatra V, Yergens D. Emerging therapeutic enhancement enabling health technologies and their discourses: what is discussed within the health domain?. InHealthcare 2013 Jul 25 (Vol. 1, No. 1, pp. 20-52). MDPI.
Javor A, Koller M, Lee N, Chamberlain L, Ransmayr G. Neuromarketing and consumer neuroscience: contributions to neurology. BMC neurology. 2013 Feb 6;13(1):13.
Fisher CE, Chin L, Klitzman R. Defining neuromarketing: Practices and professional challenges. Harvard review of psychiatry. 2010 Jul 1;18(4):230-7.
Kumar H, Singh P. Neuromarketing: An emerging tool of market research. International Journal of Engineering and Management Research (IJEMR). 2015;5(6):530-5.
Pop NA, Dabija DC, Iorga AM. Ethical responsibility of neuromarketing companies in harnessing the market research–A global exploratory approach. Amfiteatru Economic Journal. 2014;16(35):26-40.
Radu AV, Iosub I. Evolution and Development of Pharmaceutical Marketing and Health Services using IT&C Technology. International Journal of Academic Reserach in Economics and Management Sciences. 2016 Jan 9;5(4).
Unguryan LM. Analysis of the use of pharmacy neuromarketing. Vestnik Odesskogo nacionalnogo medicinskogo universiteta= Bulletin of the Odessa National Medical University. 2014;5:146-9.
Gromovik BP, Unguryan LM. Neuroeconomics: conceptual issues and importance for pharmacy. Odessa medical journal. 2012; 1(129):12-14.
Malyi V, Timanyuk I, Rogulia O. Pharmaceutical Marketing on a subconscious level. Harvard review of psychiatry, Stanford University Press. 2015;16(2):125-30.
Ahlert D, Kenning P, Plassmann H. A window to the consumer’s mind: application of functional brain imaging techniques to advertising research. InInternational Advertising and Communication: Current Insights and Empirical Findings 2006 Sep 19 (pp. 163-178). DUV.
Smidts A, Hsu M, Sanfey AG, Boksem MA, Ebstein RB, Huettel SA, Kable JW, Karmarkar UR, Kitayama S, Knutson B, Liberzon I. Advancing consumer neuroscience. Marketing Letters. 2014 Sep;25(3):257-67.
Schulte-Goecking H, Azqueta-Gavaldon M, Storz C, Woiczinski M, Fraenkel P, Leukert J, Azad SC, Kraft E. Psychological, social and biological correlates of body perception disturbance in complex regional pain syndrome. Current Psychology. 2022 Mar;41(3):1337-47.
Peña-García N, Gil-Saura I, Rodríguez-Orejuela A, Siqueira-Junior JR. Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon. 2020 Jun 1;6(6).
Karmarkar UR, Shiv B, Knutson B. Cost conscious? The neural and behavioral impact of price primacy on decision making. Journal of Marketing Research. 2015 Aug;52(4):467-81.
Reimann M, Zaichkowsky J, Neuhaus C, Bender T, Weber B. Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of consumer psychology. 2010 Oct 1;20(4):431-41.
Ravaja N, Somervuori O, Salminen M. Predicting purchase decision: the role of hemispheric asymmetry over the frontal cortex. Journal of Neuroscience, Psychology, and Economics. 2013 Mar;6(1):1.
Kuhn M, Wendt J, Sjouwerman R, Büchel C, Hamm A, Lonsdorf TB. The neurofunctional basis of affective startle modulation in humans: evidence from combined facial electromyography and functional magnetic resonance imaging. Biological Psychiatry. 2020 Mar 15;87(6):548-58.
Bebko C, Sciulli LM, Bhagat P. Using eye tracking to assess the impact of advertising appeals on donor behavior. Journal of Nonprofit & Public Sector Marketing. 2014 Oct 2;26(4):354-71.
Ohme R, Matukin M, Szczurko T. Neurophysiology uncovers secrets of TV commercials. Der markt. 2010 Dec;49(3):133-42.
Clement J, Smith V, Zlatev J, Gidlöf K, Van de Weijer J. Assessing information on food packages. European Journal of Marketing. 2017 Feb 13;51(1):219-37.
Lepping RJ, Papa VB, Martin LE. Cognitive neuroscience perspectives on food decision-making: A brief introduction. Journal of Agricultural & Food Industrial Organization. 2015 Jan 1;13(1):5-14.
Khushaba RN, Wise C, Kodagoda S, Louviere J, Kahn BE, Townsend C. Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert systems with applications. 2013 Jul 1;40(9):3803-12.
Al-Kwifi SO. The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. Journal of Product & Brand Management. 2016 Apr 18;25(2):208-18.
Reutskaja E, Nagel R, Camerer CF, Rangel A. Search dynamics in consumer choice under time pressure: An eye-tracking study. American Economic Review. 2011 Apr 1;101(2):900-26.
Adhikari K. Application of selected neuroscientific methods in consumer sensory analysis: A review. Journal of Food Science. 2023 Mar;88(S1):A53-64.
Khondakar MF, Sarowar MH, Chowdhury MH, Majumder S, Hossain MA, Dewan MA, Hossain QD. A systematic review on EEG-based neuromarketing: recent trends and analyzing techniques. Brain Informatics. 2024 Dec;11(1):17.
Alsharif AH, Mohd Isa S. Revolutionizing consumer insights: the impact of fMRI in neuromarketing research. Future Business Journal. 2024 Dec;10(1):79.
Gheorghe CM, Purcărea VL, Gheorghe IR. Using eye-tracking technology in Neuromarketing. Romanian journal of ophthalmology. 2023 Jan;67(1):2.
Zhao H, Qiao L, Fan D, Zhang S, Turel O, Li Y, Li J, Xue G, Chen A, He Q. Modulation of brain activity with noninvasive transcranial direct current stimulation (tDCS): clinical applications and safety concerns. Frontiers in psychology. 2017 May 10;8:685.
Dropulić B, Krupka Z, Vlašić G. The Use of Biometrics in Marketing: Challenges and Opportunities. 28th. 2023 Oct 12:289.
Ballı A. Comparison of Studies Conducted in the Field of Neuromarketing and Artificial Intelligence Using Bibliometric Method. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty. 2024 Sep;11(3):980-1010.
Alsharif AH, Mohd Isa S. Revolutionizing consumer insights: the impact of fMRI in neuromarketing research. Future Business Journal. 2024 Dec;10(1):79.
Qutb MM, Nada M, Azmy A. An Innovative Methodology in Neuromarketing for Supporting Technology-Enabled Companies. International Design Journal. 2024 Jan 1;14(1):491-504.
Rutkowska A. Implications of Magnetic Resonance Imaging (MRI) for Economic Research and the Development of Neuromanagement and Neuromarketing. Perspektywy Kultury. 2025 Jun 29;49(2):195-228.
Nakamura R, Miura H, Matsuda N, Taki H. Analysis of the cerebral blood flow affected by brand impressions of the products. Procedia Computer Science. 2016 Jan 1;96:1748-55.
Ali A, Soomro TA, Memon F, Khan MY, Kumar P, Keerio MU, Chowdhry BS. EEG signals based choice classification for neuromarketing applications. A fusion of artificial intelligence and internet of things for emerging cyber systems. 2021 Aug 24:371-94.
Pradeep K, Kumar D, Kumar VV. Locating the Viability of Approach and Applications in Neuromarketing. NeuroQuantology. 2022 Nov 1;20(16):568-77.
Vecchiato G, Astolfi L, De Vico Fallani F, Toppi J, Aloise F, Bez F, Wei D, Kong W, Dai J, Cincotti F, Mattia D. On the use of EEG or MEG brain imaging tools in neuromarketing research. Computational intelligence and neuroscience. 2011;2011(1):643489.
Kumar S. Neuromarketing: The new science of advertising. Universal Journal of Management. 2015;3(12):524-31.
Swan M. Sensor mania! the internet of things, wearable computing, objective metrics, and the quantified self 2.0. Journal of Sensor and Actuator networks. 2012 Nov 8;1(3):217-53.
Rawnaque FS, Rahman KM, Anwar SF, Vaidyanathan R, Chau T, Sarker F, Mamun KA. Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics. 2020 Dec;7(1):10.
Demir M. Neuromarketing in health services. European Journal of Management and Marketing Studies. 2022 Dec 12;7(4).
Cherubino P, Martinez-Levy AC, Caratù M, Cartocci G, Di Flumeri G, Modica E, Rossi D, Mancini M, Trettel A. Consumer behaviour through the eyes of neurophysiological measures: State‐of‐the‐Art and future trends. Computational intelligence and neuroscience. 2019;2019(1):1976847.
Dooley R. Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. John Wiley & Sons; 2011 Oct 21.
Dasgupta I. Assessing current mechanisms for the regulation of direct-to-consumer neurotechnology. InDevelopments in neuroethics and bioethics 2020 Jan 1 (Vol. 3, pp. 233-265). Academic Press.
Agrawal V, Nikalje V, Sharma S, Haldar P. Role of Neuromarketing in Modern Consumer Behavior: Systematic Literature Review. Decoding Consumer Behavior Using the Insight Equation and AI Marketing. 2025:159-82.
| Files | ||
| Issue | Vol 11 No 03 (2025) | |
| Section | Review Article(s) | |
| Keywords | ||
| Neuromarketing Pharmaceutical FMRI; EEG Eye-tracking | ||
| Rights and permissions | |
|
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
