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Research Insights and Trends in Neuroscience and Consumer Behaviour
Abstract
Of lately, there has been a rise in interest in the idea of studying consumers' emotional and cognitive responses using neuroscientific approaches. A branch of neuroeconomics known as “neuromarketing” or “consumer neuroscience,” this field applies findings from studies of the brain to marketing-related issues. The purpose of this study is to conduct a bibliometric analysis to uncover advances, research trends, and insights in consumer behaviour research utilizing neuromarketing. Neuromarketing and consumer behaviour are the main elements of this study, which suggests a new way to organize results and make evidence evaluation easier. Data is extracted from the Scopus database to gain deeper insights into the body of literature to achieve the study objectives. Using tools such as VoS Viewer, the study analyses the data and obtain the results and findings.
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