Journey of neuroscience: marketing management to organizational behavior

Abstract

Purpose

The purpose of this paper is to provide an overview of the advancement of neuroscience research works in the domains of marketing management and organizational behavior and its future scope for expansion in the area of organizational behavior.

Design/methodology/approach

A total of 77 neuroscience research articles in the area of marketing management and organizational behavior published between 2004 and 2017 were reviewed, and a possible future direction for neuroscience research in the area of organizational behavior was identified in this article.

Findings

Findings from neuroscience research works suggest that tools and techniques that are useful in the neuroscience domain are also quite powerful and reliable in the context of organizational behavior research. Here, it should be noted that not all of these are independently powerful. Therefore, in certain cases, it is desirable to use neuroscience techniques in association with existing methods.

Originality/value

Neuroscientific research works in the context of the marketing domain were started with the motivation to identify the neural signaling in association with different marketing initiatives. However, the research works have proceeded much deeper and entered into the field of consumer psychology. Further research shows that neuroscience techniques are quite useful in the understanding of consumer behavior and can be extended in the field of organizational behavior. In this study, the authors have provided the future direction of neuroscience research works in the area of organizational behavior.

Citation

Chattopadhyay, R. (2020), "Journey of neuroscience: marketing management to organizational behavior", Management Research Review, Vol. 43 No. 9, pp. 1063-1079. https://doi.org/10.1108/MRR-09-2019-0387