Comprehensive Analysis of Neuromarketing Advancements and Consumer Neural Pathways

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Author(s): Payal Sanan (ITM Business School, ITM Skills University, India)and Mohd Afjal (VIT Business School, Vellore Institute of Technology, India)
Copyright: 2025
Pages: 32
Source title: Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch003

Keywords: Business Science Reference / Marketing and Consumer Behavior / Medicine & Healthcare / Neuroscience

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Abstract

Over the last two decades, neuromarketing has emerged as a pivotal field, bridging the gap between neuroscience and marketing to unravel the complexities of consumer behavior. This study presents a comprehensive bibliometric analysis of neuromarketing research, spanning from 2007 to 2023, to explore the evolution, key contributions, and dynamic trends within this interdisciplinary domain. Utilizing the Scopus database alongside Biblioshiny software, this analysis analysed a dataset comprising 143 articles from 98 different sources, revealing a significant growth trajectory in neuromarketing publications, particularly noted after 2010.This bibliometric analysis not only maps the historical landscape of neuromarketing but also sheds light on emerging trends and methodological advancements that are shaping the future of marketing practices, offering valuable insights to enhance the understanding of consumer psychology and design effective marketing strategies.

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Comprehensive Analysis of Neuromarketing Advancements and Consumer Neural Pathways

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