A Bibliometric Analysis of the Trends and Impact of Neuromarketing Research: Peering Into the Consumer Brain

Neuromarketing is the application of neuroscience and cognitive science to understand and influence consumer behavior and the different underlying decision-making processes. This neuromarketing bibliometric study uses Scopus for bibliographic data and Biblioshiny and Citespace for the overall analysis. Annual scientific production is considered to outline some general lines of critical trends in volume over time. It provides an overview of the most relevant authors and their contributions and creates co-citation networks with the cited authors to identify influential researchers and collaborative networks. Sources that are most relevant to the discussion, together with co-citation patterns, show important articles and journals. Mapping countries' scientific production and collaboration show the manifold contributions of single countries to global research and how some topics can be created out of cooperation. Trend topics were analyzed to detect emerging research themes; factorial analysis helped in the actual clustering of the research topics. It identifies keywords with the most robust citation bursts, meaning times of the most concentrated research activity and emerging areas of interest. The research identifies gaps and produces some practical implications, putting forward a roadmap for future research directions and the necessity of advanced computational techniques in neuromarketing research.