A Review of Neuromarketing ERP Research by Shi Zhuomin's Team Established a Corresponding Analysis between Neuromarketing Perspective and Traditional Marketing Perspective

The team of Professor Shi Zhuomin from the School of Business, Sun Yat-sen University focuses on the ERP technology in neuromarketing to sort out consumer decision-making issues, and extracts the neural decision-making process of consumer purchase.

On the basis of collating and reviewing the relevant literatures on ERP empirical research in the past 20 years, this paper sorts out and summarizes the neural mechanism of consumer purchase decision and the commonly used ERP components, providing a guide for ERP components and a reference for corresponding brain activity areas for marketing scholars to study consumer purchase decision applying ERP neural technology, which helps marketing scholars better use ERP technology to guide and develop existing marketing management theories and practices.