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Neuromarketing research in the last five years: a bibliometric analysis

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  • Ahmed H. Alsharif
  • Nor Zafir Md Salleh
  • Rohaizat Baharun
  • Alharthi Rami Hashem E

Abstract

Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.

Suggested Citation

  • Ahmed H. Alsharif & Nor Zafir Md Salleh & Rohaizat Baharun & Alharthi Rami Hashem E, 2021. "Neuromarketing research in the last five years: a bibliometric analysis," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1978620-197, January.
  • Handle: RePEc:taf:oabmxx:v:8:y:2021:i:1:p:1978620
    DOI: 10.1080/23311975.2021.1978620
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    Cited by:

    1. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Mohammed Muneerali Thottoli & Md. Aminul Islam & Mohd Faizal bin Yusof & Md. Sharif Hassan & Md. Arif Hassan, 2023. "Embracing Digital Transformation in Financial Services: From Past to Future," SAGE Open, , vol. 13(4), pages 21582440231, December.
    3. Ahmed H. Alsharif & Nor Zafir Md Salleh & Mazilah Abdullah & Ahmad Khraiwish & Azmirul Ashaari, 2023. "Neuromarketing Tools Used in the Marketing Mix: A Systematic Literature and Future Research Agenda," SAGE Open, , vol. 13(1), pages 21582440231, February.

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