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Mapping the Future: A Bibliometric Analysis of the Intersection Between Artificial Intelligence and Neuromarketing

In: Health Technologies and Demographic Challenges

Author

Listed:
  • Homero Ulises Rodriguez-Insuasti

    (Universidad Estatal Peninsula de Santa Elena)

  • Marcelo Leon

    (Universidad ECOTEC)

Abstract

This bibliometric study aims to analyze the evolution, key researchers, thematic areas, and emerging trends in neuromarketing. This search was conducted in the Web of Science Core Collection database using the terms “neuromarketing” and “consumer neuroscience,” covering scientific articles published between 2005 and 2024. Books, book chapters, reports, and conference proceedings were excluded. The data were processed to remove duplicates and inconsistencies. Bibliometric analysis was applied to identify trends, patterns, and relationships between authors and keywords. Six key research groups were identified: (1) Consumer Behavior and Neuromarketing; (2) Neuroscience and Brand Evaluation; (3) Emotional Influence in Advertising; (4) EEG Analysis in Consumer Decision-Making; (5) Ethics in Neuromarketing; and (6) Consumer Neuroscience. Neuromarketing has grown significantly, with practical applications in business strategies. Researchers like Hilke Plassmann, Carolyn Yoon, and Nick Lee have been prominent figures in this field. The co-citation analysis reveals four interconnected groups that advance the understanding of consumer behavior. However, there are still areas that require further research. Neuromarketing has established itself as a key tool for understanding consumer behavior and improving marketing strategies, providing valuable insights for researchers and professionals in the field.

Suggested Citation

  • Homero Ulises Rodriguez-Insuasti & Marcelo Leon, 2025. "Mapping the Future: A Bibliometric Analysis of the Intersection Between Artificial Intelligence and Neuromarketing," Springer Proceedings in Business and Economics, in: Pedro Miguel Gaspar & Juan Manuel Cueva Lovelle & Carlos Mentenegro-Marín & Teresa Guarda (ed.), Health Technologies and Demographic Challenges, pages 129-143, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-94901-2_11
    DOI: 10.1007/978-3-031-94901-2_11
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