Abstract/Description
With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, and cooccurrence approaches by analyzing a total of 396 articles extracted from the Web of Science (WoS) database. The paper demonstrates the trends and evolution of neuromarketing, the prominent theoretical and conceptual areas exploring the field and the important keywords used throughout the analyzed literature. With this study, we present suggestions for imminent research to shape the scientific and practical approaches of neuromarketing through exploring the field within the current framing, going beyond the existing frame of research in neuromarketing and transforming the neuromarketing research.
Keywords
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 2C: Technology and E-Commerce
Session Chair
Dr. Wajid H. Rizvi, Institute of Business Administration, Karachi
Session Discussant
Atif Murtaza; Dr. Mohsin Butt; Dr. Saima Hussain
Start Date/Time
23-6-2022 4:10 PM
End Date/Time
23-6-2022 4:30 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Rub Nawaz, R., & Fayaz, S. (2022). Neuromarketing: a bibliometric perspective of the field. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/34
Neuromarketing: a bibliometric perspective of the field
Boardroom 3, Marriott Hotel, Karachi
With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, and cooccurrence approaches by analyzing a total of 396 articles extracted from the Web of Science (WoS) database. The paper demonstrates the trends and evolution of neuromarketing, the prominent theoretical and conceptual areas exploring the field and the important keywords used throughout the analyzed literature. With this study, we present suggestions for imminent research to shape the scientific and practical approaches of neuromarketing through exploring the field within the current framing, going beyond the existing frame of research in neuromarketing and transforming the neuromarketing research.
