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Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics

(1) Background: Using neuroscience to understand and influence consumer behavior often leads to ethical controversy. Thus, it is necessary to demystify the use of neuroscience for marketing purposes; the present paper, by accessing the worldwide academic performance in this domain, fulfills this obj...

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Detalles Bibliográficos
Autores principales: Cardoso, Lucília, Chen, Meng-Mei, Araújo, Arthur, de Almeida, Giovana Goretti Feijó, Dias, Francisco, Moutinho, Luiz
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8868783/
https://www.ncbi.nlm.nih.gov/pubmed/35200306
http://dx.doi.org/10.3390/bs12020055
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author Cardoso, Lucília
Chen, Meng-Mei
Araújo, Arthur
de Almeida, Giovana Goretti Feijó
Dias, Francisco
Moutinho, Luiz
author_facet Cardoso, Lucília
Chen, Meng-Mei
Araújo, Arthur
de Almeida, Giovana Goretti Feijó
Dias, Francisco
Moutinho, Luiz
author_sort Cardoso, Lucília
collection PubMed
description (1) Background: Using neuroscience to understand and influence consumer behavior often leads to ethical controversy. Thus, it is necessary to demystify the use of neuroscience for marketing purposes; the present paper, by accessing the worldwide academic performance in this domain, fulfills this objective. (2) Methods: All extant literature on neuromarketing indexed to the Scopus database—318 articles—was subjected to a bibliometric analysis through a mixed-method approach. (3) Results: The results show that Spain leads the ranks of the most productive countries, while Italian researchers clearly dominate in terms of collaboration. Regarding the most prominent topics, the connection between “Neuroscience” and “Advertising” is highlighted. The findings provide a better understanding of the state-of-the-art in neuromarketing studies, research gaps, and emerging research topics, and additionally provide a new methodological contribution by including SciVal topic prominence in the bibliometric analysis. (4) Conclusions: As practical implications, this study provides useful insights for neuromarketing researchers seeking funding opportunities, which are normally associated with topics within the top prominence percentile or emerging topics. In terms of originality, this study is the first to apply SciVal topic prominence to a bibliometric analysis of neuromarketing, and provides a new bibliometric indicator for neuromarketing research.
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spelling pubmed-88687832022-02-25 Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics Cardoso, Lucília Chen, Meng-Mei Araújo, Arthur de Almeida, Giovana Goretti Feijó Dias, Francisco Moutinho, Luiz Behav Sci (Basel) Article (1) Background: Using neuroscience to understand and influence consumer behavior often leads to ethical controversy. Thus, it is necessary to demystify the use of neuroscience for marketing purposes; the present paper, by accessing the worldwide academic performance in this domain, fulfills this objective. (2) Methods: All extant literature on neuromarketing indexed to the Scopus database—318 articles—was subjected to a bibliometric analysis through a mixed-method approach. (3) Results: The results show that Spain leads the ranks of the most productive countries, while Italian researchers clearly dominate in terms of collaboration. Regarding the most prominent topics, the connection between “Neuroscience” and “Advertising” is highlighted. The findings provide a better understanding of the state-of-the-art in neuromarketing studies, research gaps, and emerging research topics, and additionally provide a new methodological contribution by including SciVal topic prominence in the bibliometric analysis. (4) Conclusions: As practical implications, this study provides useful insights for neuromarketing researchers seeking funding opportunities, which are normally associated with topics within the top prominence percentile or emerging topics. In terms of originality, this study is the first to apply SciVal topic prominence to a bibliometric analysis of neuromarketing, and provides a new bibliometric indicator for neuromarketing research. MDPI 2022-02-21 /pmc/articles/PMC8868783/ /pubmed/35200306 http://dx.doi.org/10.3390/bs12020055 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Cardoso, Lucília
Chen, Meng-Mei
Araújo, Arthur
de Almeida, Giovana Goretti Feijó
Dias, Francisco
Moutinho, Luiz
Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title_full Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title_fullStr Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title_full_unstemmed Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title_short Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics
title_sort accessing neuromarketing scientific performance: research gaps and emerging topics
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8868783/
https://www.ncbi.nlm.nih.gov/pubmed/35200306
http://dx.doi.org/10.3390/bs12020055
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