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Neuromarketing: Its current status and research perspectives

Author

Listed:
  • Pedro Duque-Hurtado
  • Veronica Samboni-Rodriguez
  • Mariana Castro-Garcia
  • Luz Alexandra Montoya-Restrepo
  • Ivan Alonso Montoya-Restrepo

Abstract

This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing. To achieve this objective, a science mapping approach was adopted. Science mapping is an innovative and appropriate tool used in systematic literature reviews by integrating bibliometrics and network analyses. In the case of this paper, an exploration of the Web of Science (WoS) and Scopus databases was carried out. The records obtained enabled the construction of the network of the most relevant documents in the field, which were categorized into “classical”, “structural”, and “recent”. This process allowed for the identification of three perspectives or research correlates. Additionally, it became evident that neuromarketing is still an immature and incipient area with a low degree of theoretical consensus.

Suggested Citation

  • Pedro Duque-Hurtado & Veronica Samboni-Rodriguez & Mariana Castro-Garcia & Luz Alexandra Montoya-Restrepo & Ivan Alonso Montoya-Restrepo, 2020. "Neuromarketing: Its current status and research perspectives," Estudios Gerenciales, Universidad Icesi, vol. 36(157), pages 525-539, December.
    • Handle: RePEc:col:000129:019101
    DOI: 10.18046/j.estger.2020.157.3890
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    References listed on IDEAS

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    Cited by:

    1. Diaz Restrepo, Carlos Andres & Patiño, Mónica & Duque, Pedro & Cervantes Cervantes, Luis Salvador & Franco Rivera , Andrea, 2023. "Rendimiento financiero en pequeñas y medianas empresas (pymes): un análisis bibliométrico de la producción científica," Apuntes del Cenes, Universidad Pedagógica y Tecnológica de Colombia, vol. 42(75), pages 45-80, January.

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    More about this item

    Keywords

    Neuromarketing; consumer neuroscience; consumer behavior; scientific mapping; bibliometrics; systematic review;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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