文章基本信息

标题：Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
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作者：Lucília Cardoso ; Meng-Mei Chen ; Arthur Araújo 等
期刊名称：Behavioral Sciences
电子版ISSN：2076-328X
出版年度：2022
卷号：12
期号：2
DOI：10.3390/bs12020055
语种：English
出版社：MDPI Publishing
摘要：(1) Background: Using neuroscience to understand and influence consumer behavior often leads to ethical controversy. Thus, it is necessary to demystify the use of neuroscience for marketing purposes; the present paper, by accessing the worldwide academic performance in this domain, fulfills this objective. (2) Methods: All extant literature on neuromarketing indexed to the Scopus database—318 articles—was subjected to a bibliometric analysis through a mixed-method approach. (3) Results: The results show that Spain leads the ranks of the most productive countries, while Italian researchers clearly dominate in terms of collaboration. Regarding the most prominent topics, the connection between “Neuroscience” and “Advertising” is highlighted. The findings provide a better understanding of the state-of-the-art in neuromarketing studies, research gaps, and emerging research topics, and additionally provide a new methodological contribution by including SciVal topic prominence in the bibliometric analysis. (4) Conclusions: As practical implications, this study provides useful insights for neuromarketing researchers seeking funding opportunities, which are normally associated with topics within the top prominence percentile or emerging topics. In terms of originality, this study is the first to apply SciVal topic prominence to a bibliometric analysis of neuromarketing, and provides a new bibliometric indicator for neuromarketing research.
关键词：enneuromarketing scientific performanceresearch gapsemerging topicsSciVal topic prominencebibliometric analysis