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Demystifying neuromarketing: a bibliometric review and future research agenda

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  • Arabinda Bhandari

Abstract

Neuromarketing has received much more attention in understanding consumer behaviour for long. However, the field has been divergent and fragmented. Therefore, this article aims to conduct a comprehensive review of existing literature to understand the integrated picture of this field. This study employs a systematic literature review and bibliometric analysis for reviewing the existing published articles. Systematic literature review helps to understand the breadth and bibliometric analysis helps to understand the development of the field. Based on 746 Scopus-indexed articles since 2005, it emphasised an updated classification of neuromarketing tools, identified different clusters, and showed its year-wise, theme-wise research progression. The study also analyses the mostly used theory-context-characteristic-methodology based on (TCCM) framework to explore the present scenario and to give future research directions in neuromarketing research.

Suggested Citation

  • Arabinda Bhandari, 2026. "Demystifying neuromarketing: a bibliometric review and future research agenda," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 24(4), pages 416-450.
    • Handle: RePEc:ids:ijimad:v:24:y:2026:i:4:p:416-450
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