A Bibliometric Analysis on the state of the art of Neuromarketing research in Web of Science
Palabras clave:
Neuromarketing, Bibliometric Analysis, Vosviewer, Web of ScienceResumen
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.
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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
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- 2022-01-05 (2)
- 2021-12-30 (1)
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Derechos de autor 2021 GECONTEC: Revista Internacional de Gestión del Conocimiento y la Tecnología
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
