Since its inception, the field of consumer neuroscience and neuromarketing has undergone significant development. The principal objective of this work is to identify current research and to define emerging topics in both consumer neuroscience and neuromarketing using electroencephalography (EEG) since no studies have thus far examined this issue. To this end, a bibliometric analysis was conducted with the Science Mapping Software tool SciMAT. In total, 497 articles published between 2002 and 2022 were examined. The analysis encompassed all research from brain regions, technologies, and marketing which can be applied for a better understanding of consumer behaviour. The main contribution of this work is the comprehensive and objective review of the topic, which highlights the potential interest in applying EEG to emerging technologies (e.g., augmented reality, mixed reality, or virtual reality), tourism marketing communications, healthy food products, consumer willingness-to-pay, service marketing, dynamic stimuli, and consumers’ emotions.

PurposeThis study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.Design/methodology/approachA total of 227 valid questionnaires were collected from women respondents. The data analysis used partial least squares structural equation modeling (PLS-SEM) to clarify the relationships in the proposed model.FindingsContent marketing turns out to be a crucial factor affecting both eudaimonia and hedonism. Moreover, while eudaimonia plays a particular role in women's behavior, hedonism works likewise on desires.Practical implicationsA crucial decision before developing content marketing is to consider if the final result is to produce desirability or feasibility in consumers. Content marketing addressing eudaimonia will impact feasibility; while the content aims to create desirability, the hedonic aspect of happiness should be emphasized.Originality/valueThough content marketing and the effect of content marketing on brands' performance and consumer decision processes has been deeply analyzed in the literature, there is a lack of research into the effect of such content on consumers' well-being. Another contribution of this study is the focus on local brands and on women's eudaimonia and hedonism.

No abstract