Neuromarketing: Its current status and research perspectives

Abstract

This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing. To achieve this objective, a science mapping approach was adopted. Science mapping is an innovative and appropriate tool used in systematic literature reviews by integrating bibliometrics and network analyses. In the case of this paper, an exploration of the Web of Science (WoS) and Scopus databases was carried out. The records obtained enabled the construction of the network of the most relevant documents in the field, which were categorized into “classical”, “structural”, and “recent”. This process allowed for the identification of three perspectives or research correlates. Additionally, it became evident that neuromarketing is still an immature and incipient area with a low degree of theoretical consensus.

Keywords

• neuromarketing
• consumer neuroscience
• consumer behavior
• scientific mapping
• bibliometrics
• systematic review