A Bibliometric Analysis on the state of the art of Neuromarketing research in Web of Science

Autores/as

  • Luis Camilo Ortigueira-Sánchez Universidad del Pacífico (Lima, Perú)
  • Santiago Luis Risco-Martínez Universidad del Pacífico (Lima, Perú)

DOI:

https://doi.org/10.5281/zenodo.7089698

Palabras clave:

Neuromarketing, Bibliometric Analysis, Vosviewer, Web of Science

Resumen

Neuromarketing is an ever-evolving field and as such it is important to have an image on where we stand today regarding research about it. In order to study the state of the art of neuromarketing research in Web of Science, we carried out a bibliometric analysis with Vosviewer software. Using the keyword “neuromarketing” as the only search term, we retrieved 184 scientific articles from the Web of Science of Core Collection. We carried out all 5 possible types of analyses allowed on Vosviewer: co-authorship, co-occurrence, citation, bibliographic coupling, and co-citation. The results show that the United States is at the forefront of the field, having the most citations and published documents alongside being the most popular country for co-authored works, and also being the country most involved in citations. Most of the countries heavily involved in neuromarketing research are from Europe, with England being the most involved. Regarding the articles themselves, the most popular keywords are those related to research fields, other than neuromarketing, such as neuroscience, neuroeconomics, advertising, consumer decisions, among others. Likewise, the most popular journals for neuromarketing articles are those in the fields marketing, consumer behavior, psychology, neuroscience, etc. Other results show that the most popular cited journals are from the United States while the most popular cited authors are from Europe.

Descargas

Los datos de descargas todavía no están disponibles.

Citas

Agarwal, S., & Dutta, T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision, 42(4), 457–462. https://doi.org/10.1007/s40622-015-0113-1

Ariely, D., & Berns, G. S. (2010, April 3). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, Vol. 11, pp. 284–292. https://doi.org/10.1038/nrn2795

Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘ neuromarketing ’ ? A discussion and agenda for future research. 63(July 2004), 199–204. https://doi.org/https://doi.org/10.1016/j.ijpsycho.2006.03.007

Moed, Henk. (2009). New developments in the use of citation analysis in research evaluation. Archivum immunologiae et therapiae experimentalis. 57. 13-8. 10.1007/s00005-009-0001-5.

Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22(1), 18–36. https://doi.org/10.1016/j.jcps.2011.11.010

Pineda-Escobar, M.A. & Merigo, J.M. (2020). A bibliometric analysis of the Base/Bottom of the Pyramid research. Journal of Intelligent & Fuzzy Systems, 38(5), 5537-5551

Van Eck, N. J., & Waltman, L. (2010). Software survey: vosviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. Https://doi.org/10.1007/s11192-009-0146-3

Wannyn, W. (2017). Le marketing du Neuromarketing : Enjeux académiques d’un domaine de recherche controversé. Social Science Information, 56(4), 619–639. https://doi.org/10.1177/0539018417729576

Descargas

Publicado

2021-12-30

Cómo citar

Ortigueira-Sánchez, L. C., & Risco-Martínez, S. L. (2021). A Bibliometric Analysis on the state of the art of Neuromarketing research in Web of Science. GECONTEC: Revista Internacional De Gestión Del Conocimiento Y La Tecnología, 9(2), 1–21. https://doi.org/10.5281/zenodo.7089698

Número

Sección

Articles