Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
Lucília Cardoso1, Meng-Mei Chen2, Arthur Araújo3
1CiTUR-Leiria, 2411-901 Leiria, Portugal.
Behavioral Sciences (Basel, Switzerland)
|February 24, 2022
Summary
This study analyzes global academic research on neuromarketing, revealing Spain as the most productive country and highlighting the strong link between neuroscience and advertising. It offers insights for researchers and identifies emerging trends in consumer neuroscience.
Area of Science:
- Neuroscience
- Marketing
- Bibliometrics
Background:
- Neuromarketing, the application of neuroscience to marketing, faces ethical debates.
- Demystifying neuromarketing through analysis of academic output is crucial.
Purpose of the Study:
- To conduct a bibliometric analysis of global neuromarketing research.
- To identify leading countries, collaboration patterns, and prominent research topics.
- To introduce SciVal topic prominence as a novel bibliometric indicator.
Main Methods:
- Bibliometric analysis of 318 articles on neuromarketing from the Scopus database.
- Mixed-method approach incorporating SciVal topic prominence.
Main Results:
- Spain leads in productivity; Italian researchers excel in collaboration.
- A significant connection exists between "Neuroscience" and "Advertising" topics.
- The study maps the state-of-the-art, research gaps, and emerging areas in neuromarketing.
Conclusions:
- Provides practical insights for researchers seeking funding by identifying high-prominence and emerging topics.
- Presents a novel methodological contribution by applying SciVal topic prominence to neuromarketing research.
- Establishes a new bibliometric indicator for evaluating neuromarketing research impact.
