Neuromarketing research in the last five years: a bibliometric analysis

• المؤلفون الرئيسيون: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Baharun, Rohaizat, Hashem E., Alharthi Rami
• التنسيق: مقال
• اللغة: English
• منشور في: Cogent OA 2021
• الموضوعات: HA Statistics
• الوصول للمادة أونلاين: 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

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...