Abstract
Neuromarketing, consumer neuroscience and neuroaesthetics are a broad research area of neuroscience with an extensive background in scientific publications. Thus, the present study aims to identify the highly cited papers (HCPs) in this research field, to deliver a summary of the academic work produced during the last decade in this area, and to show patterns, features, and trends that define the past, present, and future of this specific area of knowledge. The HCPs show a perspective of those documents that, historically, have attracted great interest from a research community and that could be considered as the basis of the research field. In this study, we retrieved 907 documents and analyzed, through H-Classics methodology, 50 HCPs identified in the Web of Science (WoS) during the period 2010–2019. The H-Classic approach offers an objective method to identify core knowledge in neuroscience disciplines such as neuromarketing, consumer neuroscience, and neuroaesthetics. To accomplish this study, we used Bibliometrix R Package and SciMAT software. This analysis provides results that give us a useful insight into the development of this field of research, revealing those scientific actors who have made the greatest contribution to its development: authors, institutions, sources, countries as well as documents and references.
Highlights
IntroductionConsumer neuroscience, neuromarketing, and neuroaesthetics are three subfields of neuroscience, and play a key role in the design’s products, experiences, or services since they are concerned with how our brain perceives, process and reacts to the various stimuli presented in our environment [1,2,3,4].Consumer neuroscience is the discipline that investigates the neural correlates of consumer decisions with a clear focus on progress in basic scientific understanding of the brain [5], whereas neuromarketing is the discipline that tries to use the methodologies and insights from consumer neuroscience in applied research and business applications [6], and neuroaesthetics, which the main goal is to characterize the neurobiological foundations and evolutionary history of the cognitive and affective processes involved in aesthetic experiences and artistic and creative activities as well as to recognize which are the subjective ratings and universal standard and patterns of beauty [7,8], by using all the power of functional magnetic resonances (fMRI), electroencephalography (EEG), pupillometry or eye-tracking techniques, among others to analyze what happens in our brain during the contemplation of beauty and ugliness [9].Previous research has demonstrated how consumer neuroscience, neuromarketing and neuroaesthetics are fundamental when it comes to determining new commercial viewpoints, analyzing the consumer in a non-intrusive way without asking questions or market research, refining the user experience, reinforcing the brand image, or crafting a marketing message that attracts quality leads and improves conversion rates, among others [10,11]
According to Martinez et al [16], there are four key phases to follow for carrying out the identification procedure of highly cited papers (HCPs) of a research area applying the H-Classics concept: (1)
This paper has allowed us to present the evolution of neuromarketing, neuroaesthetics, and consumer neuroscience during the last decade
Summary
Consumer neuroscience, neuromarketing, and neuroaesthetics are three subfields of neuroscience, and play a key role in the design’s products, experiences, or services since they are concerned with how our brain perceives, process and reacts to the various stimuli presented in our environment [1,2,3,4].Consumer neuroscience is the discipline that investigates the neural correlates of consumer decisions with a clear focus on progress in basic scientific understanding of the brain [5], whereas neuromarketing is the discipline that tries to use the methodologies and insights from consumer neuroscience in applied research and business applications [6], and neuroaesthetics, which the main goal is to characterize the neurobiological foundations and evolutionary history of the cognitive and affective processes involved in aesthetic experiences and artistic and creative activities as well as to recognize which are the subjective ratings and universal standard and patterns of beauty [7,8], by using all the power of functional magnetic resonances (fMRI), electroencephalography (EEG), pupillometry or eye-tracking techniques, among others to analyze what happens in our brain during the contemplation of beauty and ugliness [9].Previous research has demonstrated how consumer neuroscience, neuromarketing and neuroaesthetics are fundamental when it comes to determining new commercial viewpoints, analyzing the consumer in a non-intrusive way without asking questions or market research, refining the user experience, reinforcing the brand image, or crafting a marketing message that attracts quality leads and improves conversion rates, among others [10,11]. From the entrepreneur’s point of view, consumer neuroscience, neuromarketing and neuroaesthetics improve risk reduction, since experiences, products, and services are designed and developed according to the tastes of individuals. The objectives of these neuroscientific techniques are, precisely, to know how the nervous system translates the high number of stimuli to people exposed in different contexts, as well as to understand the consumer’s attitudes and motivations so that helps to anticipate and select the advertising and marketing strategy that causes the greatest emotional impact on individuals [12,13,14]. In the field of neuroaesthetics, some different currents or detractors advocate a separation between empirical aesthetics and neuroaesthetics or demand a formal definition of what is one and what is the other [15]
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