PurposeThis special issue aims to bridge the gap between theoretical understanding and empirical advancement in neurophysiological research within retail and service contexts. While the retail and service sectors dominate global economies, the adoption of neurophysiological tools to study consumer behavior has been lagging. This editorial presents nine empirical studies demonstrating how neurophysiological measures capture dynamic, moment-by-moment consumer experiences across retail and service encounters. These contributions capture process-oriented dynamics and advance consumer neuroscience theory while offering actionable managerial and policy implications. The issue prioritizes empirical perspectives, methodological rigor and ethical practices to establish a foundation for future neuromarketing research.Design/methodology/approachThis editorial encompasses nine empirical studies that utilize multimodal neurophysiological measures. Papers were selected through a rigorous peer review process, requiring authors to move beyond mere tool application to demonstrate how their findings advance existing theory. Studies employ diverse methodologies, including electroencephalography, event-related potentials, eye-tracking, electrodermal activity and facial electromyography. All papers combine neurophysiological measures with self-report scales and behavioral data. The editorial organizes contributions around three thematic clusters: technology-mediated interactions, sensory marketing and cognitive-moral constraints, reflecting contemporary retail and service research priorities and advancing what is termed "Neuromarketing 2.0."FindingsNeurophysiological measures reveal consumer processes undetectable with traditional methods. Technology-mediated research shows that AI credibility influences satisfaction through emotional engagement, while chatbots enhance arousal during purchase decisions. Empathy transfers customer emotions to employees, impacting service recovery outcomes. Sensory marketing studies show that multisensory imagery reduces cognitive load and enhances brand recall; stylized packaging designs engage consumers more powerfully than realistic depictions. Information overload degrades attention strategies, yet brand familiarity buffers against overload. Moral decision-making shows heightened cognitive processing during ethically conflicted choices. Collectively, these findings demonstrate that multimodal neurophysiological integration captures real-time mechanisms shaping consumer experiences in retail and service.Originality/valueThis special issue integrates multiple themes: technology-mediated consumer interactions, sensory marketing and cognitive and moral constraints in consumer decision-making. It illustrates how retail and service research is moving toward a more integrated measurement and modeling architecture toward a new phase named "Neuromarketing 2.0." The editorial outlines future research directions and synthesizes the emerging consensus on methodological harmonization and theoretical rigor. By bridging lab-based precision with field-based applicability, establishing ethical guardrails and proposing longitudinal, cross-cultural validation pathways, this issue presents a comprehensive research agenda that advances transparency, inclusivity and rigorous innovation in retail and service.