Neuroacoustics: A systematic review and predictive framework of neuromarketing for consumer behavior
Keywords:
Neuroacoustics; Neuromarketing; Music; Sonic Branding; Consumer BehaviorAbstract
Objective. To synthesize recent evidence on how acoustic stimuli (music and sonic logos) shape neurophysiological responses and consumer behavior, and to propose a predictive neuromarketing framework for sound-based branding. Design/Methodology/Approach. A systematic review was conducted following the PRISMA model with experimental and quasi-experimental studies published between 2020 and 2025 in four databases. Eleven peer-reviewed studies met inclusion criteria, examining EEG, electrodermal activity, and behavioral outcomes following exposure to marketing-related auditory stimuli. Results/Discussion. Findings indicate that acoustic features such as tempo, timbre, and congruence significantly modulate emotional arousal, attention, brand perceptions, and behavioral intentions. Neurophysiological measures, particularly neural synchrony and frontal alpha asymmetry, emerged as robust predictors of engagement and preference. However, methodological heterogeneity and limited ecological validity constrain generalizability. Conclusions. Sound operates as an active neurocognitive driver of consumer responses, supporting a stimulus-organism-response framework for sonic branding. Contribution/Originality/Value. This review integrates neuroscience and marketing evidence to advance a Neuroacoustics conceptual model, offering actionable insights for strategically designing predictive audio-branding experiences.
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