Author(s): Kriti Arya, Vandana Bhardwaj, Vandana Kumari and Divya Singh
The study intends to investigate the ever-evolving field of neuroscience and address ethical issues like privacy and manipulation, emphasizing its applications in consumer behavior analysis, advertising techniques, sustainable finance, and organizational practices. Research articles from the Wiley Online Library and Scopus databases were chosen for a systematic literature review that was carried out utilizing the PRISMA methodology. Mind map and Heat Map Analysis are used to analyse the study from different perspectives. By matching marketing to consumer values, neuromarketing greatly improves knowledge of customer preferences, advertising effectiveness, and sustainable financing practices. Emotional analytics and brain imaging are two methods that enhance advertising efforts and encourage moral investment. However, appropriate and transparent use is required due to ethical concerns about data privacy. In conclusion, the combination of marketing and neuroscience offers a profound understanding of consumer decision-making, improving marketing accuracy and supporting sustainable finance projects. The development and acceptance of the field depend on addressing ethical issues.