THE ROLE OF NEUROMARKETING IN UNDERSTANDING THE COUNTRY-OF-ORIGIN EFFECT: A SYSTEMATIC REVIEW

Year 2025, Volume: 12 Issue: 1, 15 - 34, 30.07.2025

Mehtap Odabaş Sargın

Abstract

Purpose- In the country of origin (COO) topic, the limitations of traditional methods highlight the need for more innovative approaches in this field. This study aims to examine how neuromarketing techniques, which provide unique insights beyond traditional research methods, are integrated into the analysis of the COO effect, a key factor influencing consumer behavior in global marketing.
Methodology- A systematic literature review was conducted, analyzing articles from the Scopus database. The research identified studies employing neuromarketing techniques to investigate the COO effect, followed by content analysis of selected articles.
Findings- The year 2022 marked the most productive period for studies examining the COO effect using neuromarketing techniques. Among the journals where these studies were published, the Journal of Retailing and Consumer Services and Neuroscience Letters were particularly prominent. China stood out as the leading country in terms of author contributions and the volume of research conducted in this field. The systematic review revealed that EEG was the most frequently used neuromarketing technique in COO studies, followed by limited applications of fMRI and eye tracking. Furthermore, it was observed that a significant focus was placed on brain imaging techniques within these studies. Studies that examine the COO effect using neuromarketing techniques have focused on consumer behavior, particularly in terms of consumer preferences, purchase intention, and consumer behavioral responses. Additionally, they have focused on consumer characteristics, specifically in terms of consumer ethnocentrism and consumer involvement.
Conclusion- This research underscores the significant potential of neuromarketing techniques, which provide insights into consumers' subconscious responses, in advancing the understanding of the COO effect. It highlights gaps in the literature that future research can address. Nevertheless, this research will significantly contribute to motivating and shaping future investigations in the field. Consequently, the study contributes to both theoretical advancements and practical applications in global marketing strategies.

Keywords

Neuromarketing , consumer neuroscience , country of origin effect , systematic review , content analysis

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