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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2021-01-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2021.1978620 |
| _version_ | 1798033730648932352 |
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| 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 |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-04-11T20:34:37Z |
| format | Article |
| id | doaj.art-c84240c889d34883bd6372577067a580 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-04-11T20:34:37Z |
| publishDate | 2021-01-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-c84240c889d34883bd6372577067a5802022-12-22T04:04:25ZengTaylor & Francis GroupCogent Business & Management2331-19752021-01-018110.1080/23311975.2021.19786201978620Neuromarketing research in the last five years: a bibliometric analysisAhmed H. Alsharif0Nor Zafir Md Salleh1Rohaizat Baharun2Alharthi Rami Hashem E3Universiti Teknologi Malaysia (UTM)Universiti Teknologi Malaysia (UTM)Universiti Teknologi Malaysia (UTM)Universiti Teknologi Malaysia (UTM)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.http://dx.doi.org/10.1080/23311975.2021.1978620neuromarketingbibliometric analysisphysiological toolsneuroimaging tools |
| spellingShingle | Ahmed H. Alsharif Nor Zafir Md Salleh Rohaizat Baharun Alharthi Rami Hashem E Neuromarketing research in the last five years: a bibliometric analysis Cogent Business & Management neuromarketing bibliometric analysis physiological tools neuroimaging tools |
| title | 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_short | Neuromarketing research in the last five years: a bibliometric analysis |
| title_sort | neuromarketing research in the last five years a bibliometric analysis |
| topic | neuromarketing bibliometric analysis physiological tools neuroimaging tools |
| url | http://dx.doi.org/10.1080/23311975.2021.1978620 |
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