Neuromarketing has become an academic and commercial area of interest, as the advancements in neural recording techniques and interpreting algorithms have made it an effective tool for recognizing the unspoken response of consumers to the marketing stimuli. This article presents the very first systematic review of the technological advancements in Neuromarketing field over the last 5 years. For this purpose, authors have selected and reviewed a total of 57 relevant literatures from valid databases which directly contribute to the Neuromarketing field with basic or empirical research findings. This review finds consumer goods as the prevalent marketing stimuli used in both product and promotion forms in these selected literatures. A trend of analyzing frontal and prefrontal alpha band signals is observed among the consumer emotion recognition-based experiments, which corresponds to frontal alpha asymmetry theory. The use of electroencephalogram (EEG) is found favorable by many researchers over functional magnetic resonance imaging (fMRI) in video advertisement-based Neuromarketing experiments, apparently due to its low cost and high time resolution advantages. Physiological response measuring techniques such as eye tracking, skin conductance recording, heart rate monitoring, and facial mapping have also been found in these empirical studies exclusively or in parallel with brain recordings. Alongside traditional filtering methods, independent component analysis (ICA) was found most commonly in artifact removal from neural signal. In consumer response prediction and classification, Artificial Neural Network (ANN), Support Vector Machine (SVM) and Linear Discriminant Analysis (LDA) have performed with the highest average accuracy among other machine learning algorithms used in these literatures. The authors hope, this review will assist the future researchers with vital information in the field of Neuromarketing for making novel contributions.

中文翻译：

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神经营销中的技术进步和机遇：系统评价。

随着神经记录技术和解释算法的发展，神经营销已成为人们感兴趣的学术和商业领域，它已成为识别消费者对营销刺激的无声回应的有效工具。本文介绍了过去5年中神经营销领域技术进步的第一个系统综述。为此，作者从有效的数据库中选择并审查了总共57篇相关文献，这些文献直接通过基础或实证研究结果为神经营销领域做出了贡献。这篇评论发现消费品是这些选定文献中产品和促销形式中普遍使用的营销刺激手段。在基于消费者情感识别的实验中，观察到了分析额叶和额叶前阿尔法带信号的趋势，这与额叶阿尔法不对称理论相对应。在基于视频广告的神经营销实验中，许多研究人员发现脑电图（EEG）的使用优于功能磁共振成像（fMRI），这显然是由于其低成本和高时间分辨率优势。在这些经验研究中也发现了生理反应测量技术，例如眼动追踪，皮肤电导记录，心率监测和面部测绘，这些技术是专门或与大脑记录同时进行的。除了传统的滤波方法外，在从神经信号中去除伪影的过程中，最常见的是独立成分分析（ICA）。在消费者响应的预测和分类中，人工神经网络（ANN），支持向量机（SVM）和线性判别分析（LDA）在这些文献中使用的其他机器学习算法中具有最高的平均准确度。作者希望，这篇评论能够帮助未来的研究人员获得神经营销领域的重要信息，从而做出新的贡献。