Editorial for the special section on "Neuromarketing in predicting consumer behavior: The efficiency & effectiveness".

This article is an editorial introducing a special section on "Neuromarketing in predicting consumer behavior: The efficiency & effectiveness." It discusses the field of neuromarketing, which uses neuroscience, psychology, economics, and decision theory to understand consumer behavior. The editorial highlights the impact and benefits of neuromarketing, and introduces the articles included in the special section. These articles cover various topics such as the limitations of neuromarketing, emotional appeal in non-profit advertising, customer experience in coffee stores, and cross-cultural differences in online reviews. The document also includes summaries of other articles related to neuromarketing, providing concise overviews of their key findings and contributions to the field. It serves as a valuable resource for researchers and marketers interested in utilizing neuromarketing techniques. [Extracted from the article]