NEUROMARKETING COMING OF AGE: SCIENTIFIC MAPPING OF 18 YEARS OF RESEARCH IN THE FIELD

Abstract

This research focuses on obtaining the intellectual structure of the scientific area of Neuromarketing and Consumer Neuroscience. To this purpose, a bibliometric analysis of keyword co-occurrence is performed on a corpus of 355 articles extracted from the SCI-E and SSCI editions of the WoS Main Collec-tion, covering the 18 full years between 2005 and 2022. The results show the most prolific and cited authors and journals, as well as the intellectual structure of the field, divided into nine clusters: Electroencephalography (EEG), Neuro-economics, Impact, and Eye-Tracking (motor topics); Event-Related Potential (ERP) (highly developed and isolated topics); Perception, Reward, and Behavior (emerging or declining topics); Arousal (basic or transversal). Following a thor-ough analysis of the results, we discuss the contributions of the area to under-standing human behavior, its methodological contributions, the scope of the research field, and the ethical considerations of various stakeholders. One of the fundamental contributions of this work consists of identifying the main lines, methodological challenges, and contributions to society of the scientific area, ordering and categorizing a large part of the research carried out to date.