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Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

Author

Listed:
  • Juan Sánchez-Fernández

    (Department of Marketing and Market Research, University of Granada, 18010 Granada, Spain)

  • Luis-Alberto Casado-Aranda

    (Department of Marketing and Market Research, University of Granada, 18010 Granada, Spain)

  • Ana-Belén Bastidas-Manzano

    (Marketing and Tourism Department, Madrid Open University, Collado Villalba, 28400 Madrid, Spain)

Abstract

The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring consumer response to advertising stimuli have necessitated more objective and accurate tools from the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction strategies). Due to its complex nature and continuous growth, this area of research calls for a clear understanding of its evolution, current scope, and potential domains in the field of advertising. Thus, this current research is among the first to apply a bibliometric approach to clarify the main research streams analyzing advertising persuasion using neuroimaging. Particularly, this paper combines a comprehensive review with performance analysis tools of 203 papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database. Our findings describe the research tools, journals, and themes that are worth considering in future research. The current study also provides an agenda for future research and therefore constitutes a starting point for advertising academics and professionals intending to use neuroimaging techniques.

Suggested Citation

  • Juan Sánchez-Fernández & Luis-Alberto Casado-Aranda & Ana-Belén Bastidas-Manzano, 2021. "Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis," Sustainability, MDPI, vol. 13(3), pages 1-20, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:3:p:1589-:d:492054
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    References listed on IDEAS

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    Cited by:

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    2. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    3. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel, 2022. "It is all about our impulsiveness – How consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Clara Mehlhose & Antje Risius, 2021. "Assessing Label Frames and Emotional Primes in the Context of Animal Rearing—Response of an Explorative fNIRS Study," Sustainability, MDPI, vol. 13(9), pages 1-11, May.
    5. Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E & Aida Azlina Mansor & Javed Ali & Alhamzah F. Abbas, 2021. "Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes," Sustainability, MDPI, vol. 13(11), pages 1-25, June.
    6. Ahmed H. Alsharif & Nor Zafir Md Salleh & Alharthi Rami Hashem E & Ahmad Khraiwish & Lennora Putit & Lily Suriani Mohd Arif, 2023. "Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers," Sustainability, MDPI, vol. 15(5), pages 1-27, March.

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