Desai, Karishma2025-05-212025-05-212023-010974-0066https://atlasuniversitylibraryir.in/handle/123456789/809ISMEThis literature review explores the recent trends in neuromarketing and the impact of neuromarketing on understanding consumer buying behavior. Traditional qualitative approaches have limitations in understanding consumer behavior, making neuromarketing a valuable quantitative alternative. Emotions are crucial in online decision-making, and persuasive messaging can influence consumer behavior. Neuromarketing tools such as fmri, eeg, eye tracking, skin conductance, and facial coding are used to understand consumer behavior. Various brain regions, including the striatum, insula, amygdala, hippocampus, orbitofrontal cortex, and vta, are important to consider. Neuromarketing is primarily used for commercial purposes, but it can also aid companies in csr and sustainability activities.enneuromarketingconsumer buying behaviorfmrieegArticle