Neuromarketing research in the last five years: a bibliometric analysis

Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools emplo...

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Autores principales:	Ahmed H. Alsharif, Nor Zafir Md Salleh, Rohaizat Baharun, Alharthi Rami Hashem E
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	neuromarketing bibliometric analysis physiological tools neuroimaging tools Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c84240c889d34883bd6372577067a580
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spelling	oai:doaj.org-article:c84240c889d34883bd6372577067a5802021-12-02T17:00:45ZNeuromarketing research in the last five years: a bibliometric analysis2331-197510.1080/23311975.2021.1978620https://doaj.org/article/c84240c889d34883bd6372577067a5802021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1978620https://doaj.org/toc/2331-1975Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.Ahmed H. AlsharifNor Zafir Md SallehRohaizat BaharunAlharthi Rami Hashem ETaylor & Francis Grouparticleneuromarketingbibliometric analysisphysiological toolsneuroimaging toolsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	neuromarketing bibliometric analysis physiological tools neuroimaging tools Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	neuromarketing bibliometric analysis physiological tools neuroimaging tools Business HF5001-6182 Management. Industrial management HD28-70 Ahmed H. Alsharif Nor Zafir Md Salleh Rohaizat Baharun Alharthi Rami Hashem E Neuromarketing research in the last five years: a bibliometric analysis
description	Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.
format	article
author	Ahmed H. Alsharif Nor Zafir Md Salleh Rohaizat Baharun Alharthi Rami Hashem E
author_facet	Ahmed H. Alsharif Nor Zafir Md Salleh Rohaizat Baharun Alharthi Rami Hashem E
author_sort	Ahmed H. Alsharif
title	Neuromarketing research in the last five years: a bibliometric analysis
title_short	Neuromarketing research in the last five years: a bibliometric analysis
title_full	Neuromarketing research in the last five years: a bibliometric analysis
title_fullStr	Neuromarketing research in the last five years: a bibliometric analysis
title_full_unstemmed	Neuromarketing research in the last five years: a bibliometric analysis
title_sort	neuromarketing research in the last five years: a bibliometric analysis
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/c84240c889d34883bd6372577067a580
work_keys_str_mv	AT ahmedhalsharif neuromarketingresearchinthelastfiveyearsabibliometricanalysis AT norzafirmdsalleh neuromarketingresearchinthelastfiveyearsabibliometricanalysis AT rohaizatbaharun neuromarketingresearchinthelastfiveyearsabibliometricanalysis AT alharthiramihasheme neuromarketingresearchinthelastfiveyearsabibliometricanalysis
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Neuromarketing research in the last five years: a bibliometric analysis

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