A Bibliometric Analysis of Neuromarketing: Current Status, Development and Future Directions

Abstract

The growth interesting in discovering the consumers' behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper aims to evaluate the global research trends in neuromarketing based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select all relevant documents for this study. A total of 143 papers have been extracted from the Scopus database. The findings revealed that Spain is the leading country with 27 publications, and the most productive institution was Universidad Complutense de Madrid with nine documents. In addition, Babiloni F. is the most prolific author with four publications and 143 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 17 publications, the Journal of Economic Psychology has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. Ariely and Berns (2010) have published the most cited paper with 426 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain.