Abstract
The growth interesting in discovering the consumers' behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper aims to evaluate the global research trends in neuromarketing based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select all relevant documents for this study. A total of 143 papers have been extracted from the Scopus database. The findings revealed that Spain is the leading country with 27 publications, and the most productive institution was Universidad Complutense de Madrid with nine documents. In addition, Babiloni F. is the most prolific author with four publications and 143 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 17 publications, the Journal of Economic Psychology has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. Ariely and Berns (2010) have published the most cited paper with 426 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain.
Highlights
Over the years, marketers and advertisers have been using qualitative approaches and quantitative methods to study consumers' behaviour (Alsharif et al, 2021c)
Based on the aforementioned literature, this study aims to provide comprehensive information about global trends of neuromarketing research in the last decade, such as the most productive authors, countries, academic institutions, journals, the number of articles and citations to be considered in marketing studies, besides, the citation trends and co-citation network between references
Materials and Methods The researchers used a bibliometric analysis to simplify the global trends in neuromarketing according to the outputs of publications such as the most/top productive, the number of publications and citations to evaluate the blossoming in the neuromarketing and consumer neuroscience field
Summary
Marketers and advertisers have been using qualitative approaches (i.e., interviews, focus groups) and quantitative methods (i.e., questionnaires) to study consumers' behaviour (i.e., purchase behaviour) (Alsharif et al, 2021c). Business and marketing research had an increasing interest in using neuroscientific methods such as functional magnetic resonance imaging (fMRI) to explore what is in consumers' minds and to predict the purchase decisions of consumers toward marketing practices (Alsharif et al, 2021d; Cherubino et al, 2019). Smidts (2002) is the first researcher who has coined the term "neuromarketing" in 2002, and he defined it as the application of neuroscience tools in the business field (Alsharif et al, 2020b). Marketing and business research have blossomed and expanded in recent years by using several methods such as neuroimaging and physiological tools to pinpoint the consumers' behaviours (i.e., purchase decisions) and the neural correlates of emotional processes (Alsharif et al, 2021a, 2021c) and cognitive processes toward marketing stimuli (e.g., advertising, brands). The combination of traditional marketing and neuromarketing methods can be provided with a piece of valuable information about consumers' behaviour (i.e., conscious and unconscious reactions) (Alsharif et al, 2021e)
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