Neuromarketing applied to communication as neurocommunication in WOS: bibliometric reviews and a guide to the first twenty years of the 21st century, from 2001 to 2020

Abstract

Abstract The objective of this article is to carry out a bibliometric study on the scientific publications on neuromarketing applied to communication as neurocommunication that have been indexed in the WOS database, from the year 2001 to the year 2020 (inclusive). Initially, a search was carried out in said database with the terms neurocommunication, neuromarketing and consumer neuroscience, filtering the last two terms with the word neurocommunication, to later carry out a basic bibliometric study. Subsequently, the articles that effectively dealt with neuroscience applied to the evaluation of business communication, whether external or internal, were selected and a brief description of them was made. It is hoped that it will be a document that serves as a practical guide for readers who wish to get a global idea of the existing knowledge in WOS about this new neurodiscipline and that will help them select the papers that may interest them if they so wish to get started in this area of knowledge or if you are looking for the procedure to perform a particular type of experiment with any neurocomunication techniques.