From the Laboratory to Digital Reality: A Systematic Review of Neuromarketing Applications in Understanding Consumer Experience in Digital Environments

Authors

Leon Korošec
Elan, d.o.o.
Robert Leskovar
University of Maribor, Faculty of Organizational Sciences
https://orcid.org/0000-0002-5325-7542
DOI: https://doi.org/10.18690/um.fov.3.2026.25

Synopsis

In this article, systematically review is presented and critically evaluated neuromarketing research published between 2020 and 2025 that examines consumer experience in digital environments. Building on a systematic qualitative literature review, the studies employing EEG, eye-tracking, galvanic skin response, and facial expression analysis in the context of websites, e-commerce, digital advertising, and virtual reality are analysed. Conceptual framework grounded in the triad attention-emotion-decision to explain how visual attention, emotional engagement, and decision-making processes jointly shape digital user experience is explored. Findings indicate a clear shift from laboratory-based experiments toward studies conducted in ecologically valid digital settings, alongside a growing importance of multimodal, AI-supported approaches to content personalization. In conclusion, key methodological and ethical challenges are identified and directions for future research and practical application of neuromarketing in digital marketing are outlined.

Author Biographies

Leon Korošec, Elan, d.o.o.

Mag. Leon Korošec is the director of the sports division and vice president of the Elan Group. He holds a master's degree in economics. During the ownership restructuring, he was a member of the management board, and after the procedure, he took over the management of the group's sports program. As the division director, he covers all key business areas, with a special focus on marketing as a strategic function for strengthening the brand recognition and the company's internal culture. He actively participates in professional seminars and conferences and shares his knowledge with new generations of marketers as a guest lecturer. He teaches professional content and presents business views in industry media and events.

Begunje, Slovenia. E-mail: leon.korosec2@student.um.si 

Robert Leskovar, University of Maribor, Faculty of Organizational Sciences

Dr. Robert Leskovar received his doctorate from the Faculty of Organizational Sciences at the University of Maribor. He is a full professor in the field of "Quality and Information Systems". He teaches subjects in the field of software engineering at the undergraduate, master's, and doctoral levels. His research area is multi-criteria decision making, simulation, and system modeling. In the recent period, it has connected fields of cognitive science such as human and artificial intelligence and studies of human responses to visual stimuli.

Kranj, Slovenia. E-mail: robert.leskovar@um.si

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Volume

45th International Conference on Organizational Science Development: Organization and the Longevity Society, Conference Proceedings

Pages

331-346

Published

March 17, 2026

Series

Razvoj organizacijskih znanosti

Categories

Copyright (c) 2026 University of Maribor, University of Maribor Press

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Korošec, L., & Leskovar, R. (2026). From the Laboratory to Digital Reality: A Systematic Review of Neuromarketing Applications in Understanding Consumer Experience in Digital Environments. In P. Šprajc, D. Maletič, N. Petrović, I. Iztok, A. Škraba, D. Tomić, & A. Žnidaršič Mohorič (Eds.), & (Ed.), 45th International Conference on Organizational Science Development: Organization and the Longevity Society, Conference Proceedings (Vols. 45., pp. 331-346). University of Maribor Press. https://doi.org/10.18690/um.fov.3.2026.25