A Neuromarketing Approach to Consumer Behavior on Web Platforms

ABSTRACT In recent years, neuromarketing has gained prominence as a strategic research tool. However, despite the proliferation of studies leveraging neuroscience to analyze cognitive and emotional processes, advancements in this field within the website environment remain fragmented, revealing a significant scientific gap. The primary objective of this study is to conduct a systematic literature review (SLR) to consolidate knowledge on the application of neuromarketing in analyzing consumer behavior on web platforms. To achieve this, the SPAR‐4‐SLR protocol and the TCCM framework were employed to analyze studies retrieved from Web of Science and Scopus, enabling the identification of key advancements and research gaps in this area. The findings indicate that neuromarketing techniques, such as eye tracking and brain activity analysis, have shown great potential for optimizing web interface design and enhancing user experience. However, the research also highlights critical shortcomings in areas such as the integration of emotional and cognitive factors, consideration of multicultural variables, and the inclusion of users with disabilities. These limitations underscore the need for multidimensional approaches that account for both conscious and subconscious user responses to visual and navigational stimuli. Given the growing importance of neuroscientific techniques in studying consumer behavior, this study addresses a critical gap in the literature and provides new insights for both academic research and business practice.