Neuroimaging in neuromarketing: research traditions and concerns on methodology, ethics, and consciousness

Marketing researchers use neuroimaging tools to identify brain activity that possibly occurs in response to experimental stimuli and before the formation of consumer attitudes and effective behavior. However, scholars are still trying to understand those causal links as well as how to use such knowledge for the benefit of market relations. We reviewed the literature on the effective use of neuroimaging in neuromarketing research to organize that literature according to research traditions and concerns on methodology, ethics, and consciousness, as well as in how it fits the editorial tradition of the Journal of Marketing Theory and Practice.