A review of studies on internet of everything as an enabler of neuromarketing methods and techniques

Preserving customers’ expectations and understanding factors affecting their purchasing decisions are crucial in designing effective marketing and advertising strategies. However, constantly and swiftly changing the customers’ interests and consumption behaviors make it inevitable to utilize sophisticated tools and approaches based on advanced technologies. Among them, by measuring the customers’ physiological and neural signals, studying the customers’ cognitive and affective responses to marketing stimuli, neuromarketing provides deep insight into the customers’ motivations, preferences, and decisions. Recently, the internet of everything (IoE) has brought many new opportunities to the industry and has attracted the attention of many researchers in recent years. The main objective of this paper is to address how the IoE would empower neuromarketing techniques. Hence, an in-depth understanding of current research issues as well as emerging trends would help meet this goal. In this paper, a comprehensive review has been done by reviewing numerous journal and conference papers from various academic databases (sciencedirect.com, IEEE Xplore, Springer, Elsevier, Wiley, ACM digital library) based on applying various filtrations on specific keywords to identify and categorize the IoE devices in the neuromarketing field. In particular, we discussed the importance and the applications of IoE gadgets and devices, especially wearable medical technologies in eight neuromarketing techniques. Finally, we described critical existing challenges and limitations in neuromarketing and IoE gadgets that researchers have dealt with in this field of research.