Neuromarketing as an object in Communication as an academic field in Spain: an approach to its study within doctoral theses

Abstract

Neuromarketing as an object of study in the field of Communication is gaining more and more academic attention in the Spanish context, especially in recent years. In this text we analyze the evolution of this research topic in doctoral theses during the period 2007-2018, just at the moment of transition of regulations on postgraduate studies at the national level. From a mixed typology meta-analysis methodology, the scientific production centers and the authors, the configurations of the thematic lines, the most common concepts and objectives, as well as the methodological design in terms of samples, data, are evaluated. dominant techniques and triangulations. Although neuromarketing continues to have a residual presence in the academic field, the epistemological interest it generates continues to increase, particularly in border research areas directly linked to institutional or organizational communication, event communication and brand communication.