Affiliation:
1. Department of Management Studies NALSAR University of Law Hyderabad India
2. School of Management Studies Punjabi University Patiala India
3. Department of Economics Lovely Professional University Phagwara India
4. Waljat College of Applied Sciences Muscat Oman
5. PennWest University Clarion Campus Clarion Pennsylvania USA
Abstract
AbstractNeuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co‐occurrence analysis reveals major themes such as decision‐making in consumers, marketing and consumer behavior, advertisement, non‐invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.
Subject
Applied Psychology,Social Psychology
Cited by
1 articles.
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