This study conducts a systematic literature review to examine the intersection of facial recognition technologies and neuromarketing approaches in marketing research and practice. Although both domains have received growing attention, prior studies have largely investigated them in isolation, leaving a gap in our understanding of their combined potential. Following the PRISMA framework, relevant studies were identified through the Scopus and Web of Science databases, screened against the inclusion criteria, and synthesized using thematic analysis. The findings reveal that while neuromarketing research has traditionally focused on brain-based measures of consumer responses (EEG, fMRI), and facial recognition studies have emphasized biometric profiling and personalization, integration between the two remains limited. Five key themes emerged from the review: AI-driven profiling, consumer behavior analysis, cognitive insights, ethical considerations, and marketing applications. By introducing a conceptual framework, this study posits that facial recognition and neuromarketing are complementary inputs that converge through cognitive and emotional processing to influence consumer decision making and marketing effectiveness, moderated by ethical and regulatory concerns. This review advances theoretical integration by linking these technologies to established behavioral models, such as the theory of planned behavior and the technology acceptance model. This study contributes to marketing scholarship by addressing a clear research gap and offering a structured roadmap for future empirical research, including predictive modelling and cross-cultural studies of consumer trust. Practitioners highlight the opportunities and constraints of deploying these tools to design campaigns that are both technologically advanced and ethically responsible.
Pathak et al. (2026) studied this question.