Bibliometric-Based Evaluation of the Neuromarketing Research Trend: 2010–2021

Abstract

Neuromarketing has become a new and important topic in the field of marketing in recent years. Consumer behavior research has received increasing attention. In the past decade, the importance of marketing has also been recognized in many fields such as consumer behavior, advertising, information systems, and e-commerce. Neuromarketing uses neurological methods to determine the driving forces behind consumers’ choices. Various neuroscience tools, such as eye movements, have been adopted to help reveal how consumers react to particular advertisements or objects. This information can be used as the basis for new advertising campaigns and brand promotions. To effectively explore the research trends in this field, we must understand the current situation of neuromarketing. A systematic bibliometric analysis can solve this problem by providing publishing trends and information on various topics. In this study, journals that focused on neuromarketing in the field of marketing between 2010 and 2021 were analyzed. These journals were core journals rated by the Association of Business Schools with three or more stars. According to the data analysis results, neuromarketing has 15 main journals with relevant papers. Based on the data collected by the Web of Science (WOS), this study mainly collected 119 references and analyzed the most productive countries, universities, authors, journals, and prolific publications in the field of neuromarketing via Citespace. Through the analysis of knowledge maps, this study explored the mapping of co-citation, bibliographic coupling (BC), and co-occurrence (CC). Moreover, the strongest citation bursts were used to study popular research at different time stages and analyze the research trends of neuromarketing research methods and tools. This study provides an overview of the trends and paths in neuromarketing, which can help researchers understand global trends and future research directions.

The application of neuromarketing tools in communication research: A comprehensive review of trends

“…This study makes several key contributions to the literature on neuromarketing and communication. First, in the last 5 years, a multitude of bibliometric and systematic literature reviews have been conducted aiming to assess the evolution of scientific production, identifying main journals and prominent themes in the general field of neuromarketing and consumer neuroscience (Bhardwaj et al, 2023; Harris et al, 2018; and Zhu et al, 2022, among others). Here, we have made headway by implementing a focused and comprehensive review of the application of neuromarketing methods in communication research.…”

“…Although several bibliometric studies have been published recently on consumer neuroscience (e.g., Alsharif et al, 2021;Kansra et al, 2023;Siddique et al, 2022;Zhu et al, 2022), our study differs in two important ways. First, we concentrate specifically on the subfield of marketing communications.…”

A study of cross-border E-commerce research trends: Based on knowledge mapping and literature analysis

“…After selecting the “article” type to search SCI and SSCI journal articles, 23 articles were deleted, and two articles were deleted according to the subject and abstract. The exclusion factors included irrelevant cross-border e-commerce, literature and trend analysis, non-empirical research, and non-English studies ( Su et al, 2020 ; Lin et al, 2022 ; Zhu et al, 2022 ). Finally, the contents of 198 articles were retained, and a bibliometric mapping analysis was obtained.…”

Neuromarketing and consumer behavior: A bibliometric analysis

“…We recommend that future studies use non‐invasive neuromarketing approaches to understand the human‐AI interaction in virtual reality spaces. Future research should emphasize the search process within online shopping platforms (Bazzani et al, 2020; Zhu et al, 2022). The researchers are currently studying the decision‐making in the final phase of the buying decision.…”