Bibliometric Analysis of Neuromarketing and Consumer Behaviour: A Comprehensive Review From 2000 To 2023

Abstract

This comprehensive bibliometric and bibliographic analysis focuses on the dynamic field of neuromarketing and consumer behaviour, examining trends, critical research clusters, and gaps for future exploration. The study encompasses various facets of bibliometrics, beginning with citation analysis to identify prominent articles, which aids in discerning the most influential research in this domain. Co-citation and bibliographic coupling analyses reveal the interconnectedness of journals, underscoring the interdisciplinary nature of neuromarketing. Subsequently, co-occurrence analysis of author keywords unveils the semantic landscape, emphasizing core topics like "neuromarketing" and "consumer neuroscience". These analyses not only showcase the past and present but also lay a foundation for future endeavours. The interdisciplinary nature of neuromarketing, intertwined with fields like neuroscience, psychology, economics, and marketing, indicates the necessity of fostering collaborative research initiatives. Furthermore, longitudinal studies, which track research trends over time, and an interdisciplinary approach may help unearth novel insights and interdisciplinary innovations in this constantly evolving field.