Neuromarketing research in the last five years: a bibliometric analysis
Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools emplo...
Saved in:
Main Authors: | , , , |
---|---|
Format: | Article |
Language: | English |
Published: |
Cogent OA
2021
|
Subjects: | |
Online Access: | http://eprints.utm.my/id/eprint/97546/1/NorZafir2021_NeuromarketingResearchInTheLastFiveYearsABibliometricAnalysis.pdf http://eprints.utm.my/id/eprint/97546/ http://dx.doi.org/10.1080/23311975.2021.1978620 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.utm.97546 |
---|---|
record_format |
eprints |
spelling |
my.utm.975462022-10-18T02:00:35Z http://eprints.utm.my/id/eprint/97546/ Neuromarketing research in the last five years: a bibliometric analysis Alsharif, Ahmed H. Md. Salleh, Nor Zafir Baharun, Rohaizat Hashem E., Alharthi Rami HA Statistics Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research. Cogent OA 2021 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/97546/1/NorZafir2021_NeuromarketingResearchInTheLastFiveYearsABibliometricAnalysis.pdf Alsharif, Ahmed H. and Md. Salleh, Nor Zafir and Baharun, Rohaizat and Hashem E., Alharthi Rami (2021) Neuromarketing research in the last five years: a bibliometric analysis. Cogent Business and Management, 8 (1). pp. 1-26. ISSN 2331-1975 http://dx.doi.org/10.1080/23311975.2021.1978620 DOI : 10.1080/23311975.2021.1978620 |
institution |
Universiti Teknologi Malaysia |
building |
UTM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Teknologi Malaysia |
content_source |
UTM Institutional Repository |
url_provider |
http://eprints.utm.my/ |
language |
English |
topic |
HA Statistics |
spellingShingle |
HA Statistics Alsharif, Ahmed H. Md. Salleh, Nor Zafir Baharun, Rohaizat Hashem E., Alharthi Rami Neuromarketing research in the last five years: a bibliometric analysis |
description |
Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers’ behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eye-tracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research. |
format |
Article |
author |
Alsharif, Ahmed H. Md. Salleh, Nor Zafir Baharun, Rohaizat Hashem E., Alharthi Rami |
author_facet |
Alsharif, Ahmed H. Md. Salleh, Nor Zafir Baharun, Rohaizat Hashem E., Alharthi Rami |
author_sort |
Alsharif, Ahmed H. |
title |
Neuromarketing research in the last five years: a bibliometric analysis |
title_short |
Neuromarketing research in the last five years: a bibliometric analysis |
title_full |
Neuromarketing research in the last five years: a bibliometric analysis |
title_fullStr |
Neuromarketing research in the last five years: a bibliometric analysis |
title_full_unstemmed |
Neuromarketing research in the last five years: a bibliometric analysis |
title_sort |
neuromarketing research in the last five years: a bibliometric analysis |
publisher |
Cogent OA |
publishDate |
2021 |
url |
http://eprints.utm.my/id/eprint/97546/1/NorZafir2021_NeuromarketingResearchInTheLastFiveYearsABibliometricAnalysis.pdf http://eprints.utm.my/id/eprint/97546/ http://dx.doi.org/10.1080/23311975.2021.1978620 |
_version_ |
1748180474755284992 |
score |
13.149126 |