Title

Neuromarketing: a bibliometric perspective of the field

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.

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

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Jun 23rd, 4:10 PM Jun 23rd, 4:30 PM

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.