DOI: 10.1108/jcmars-04-2020-0019
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Abstract: PurposeThe main goal of this paper is to systematically evaluate the bibliographic production on neuromarketing from 1945 to 2018, with an emphasis on consumer behavior, to identify possible convergence of interests among health and marketing fields.Design/methodology/approachThis article was based on a systematic literature review (SLR) with the intention of investigating research related to neuromarketing by means of network analysis of citations.FindingsThe research reveals that there are formed networks in… Show more

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