A Scoping Review: Neuromodulation in Consumer Buying Behaviour – Mapping the Emerging Landscape

Abstract

Background: Neuromarketing has emerged as a field that applies neuroscience tools to understand consumer decision-making. However, the concept of neuromodulation – the targeted alteration of neural activity through external stimuli – represents a distinct and potentially more powerful paradigm for influencing consumer behavior at a neurophysiological level.
Objective: To systematically map the existing literature on neuromodulation techniques applied to consumer buying behavior, identify the range of neuromodulatory interventions studied, critically appraise the evidence quality, and establish a research agenda for this emerging field.
Methods: A scoping review was conducted following the Arksey and O'Malley framework and PRISMA-ScR guidelines. A systematic search was performed across PubMed, Scopus, Google Scholar, and Web of Science from inception to March 2026. The Mixed Methods Appraisal Tool (MMAT) was used for quality assessment of included studies.
Results: Of 98 records identified, 21 studies met inclusion criteria. Quality assessment revealed that 62% of studies were of moderate to high quality, with case series and proof-of-concept studies dominating the evidence base. The evidence mapped across three primary neuromodulatory approaches: 1) Caloric Vestibular Stimulation (CVS) demonstrating reduced purchase probability via insular cortex modulation; 2) Transcranial Magnetic Stimulation (TMS) affecting valuation and preference formation in prefrontal regions; 3) Transcranial Direct Current Stimulation (tDCS) with emerging evidence for consumer choice modulation. Critical gap: The majority of studies focus on measurement (neuromarketing) rather than modulation (neuromodulation), with only CVS studies directly testing causal neuromodulatory effects on buying decisions.
Conclusion: Neuromodulation of consumer behavior is an emerging but underdeveloped field. Caloric vestibular stimulation provides proof-of-concept that non-invasive brain stimulation can causally affect purchase decisions. Future research should prioritize replication studies, exploration of tDCS applications, and development of ethical frameworks.