# 76 374-378 View full article

УДК 339.138:159.9:612.82

DOI: https://doi.org/10.36887/2415-8453-2025-4-76

Darvidou Konstantia,
Ph.D. of International Economic Relations and World Economy,
Department of Management Science and Technology,
School of Economics and Business University of Patras,
https://orcid.org/0000-0002-8113-7302

JEL classification: M31, M37

Published: 19.12.2025

This article examines how neuroscience has become an influential tool in modern marketing—often called neuromarketing—by uncovering neural, cognitive, and affective processes underlying consumer decisions. Most emerging methods co-moved in popularity from 2014-2020 (especially eye-tracking and behavioral economics models, facial analysis and prediction markets, biometric response and text analytics), except for applied neuroscience, which followed a different temporal trend. We first define the field and trace its emergence, then review core neuroscientific methods and tools used in marketing research. Next, we explore major applications in advertising, branding, pricing, and user experience, followed by discussions of ethical challenges and limitations. Statistical analysis was used to find positive correlations between biometric response, facial analysis, eye-tracking, and other emerging analytical methods, and negative correlations with applied neuroscience, which followed different trends among sellers and buyers of analytical services. The popularity profiles of various analytical methods were largely similar in North America, Europe, and Asia. We also outline future directions in integrating neuroscience with AI, big data, and consumer analytics. Neuroscience offers marketers deeper insight into unconscious drivers of choice but requires careful methodological rigor and ethical safeguards to avoid manipulation or consumer mistrust. The future lies in integrating neuroscience with AI, deploying real-world measurement, and pursuing rigorous ethical practices. If neuromarketing evolves responsibly, it may become a staple of marketing strategy – a bridge between brain science and business practice that respects consumer dignity and contributes to better marketing outcomes.

Keywords: Neuromarketing, consumer neuroscience, neural methods, marketing applications, ethics in marketing.

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Quote article, APA style

Darvidou K. The neural edge: exploring the role of neuroscience in modern marketing. West Ukrainian National University. 2025. №4. 374-378 pp. https://doi.org/10.36887/2415-8453-2025-4-76

Quote article, MLA style

Darvidou K. The neural edge: exploring the role of neuroscience in modern marketing. West Ukrainian National University. https://doi.org/10.36887/2415-8453-2025-4-76