Neuromarketing research trends over the last ten years: a bibliometric analysis of the Scopus databases

Abstract

The purpose of this study is to investigate and examine the scientific literature on neuromarketing using bibliometric analysis to investigate the main subjects, authors, sources, most cited papers, and leading nations in the neuromarketing literature. From 2014 through 2023, articles indexed in the Scopus database were examined. As a result of the initial search, 780 papers were collected, of which 103 published articles were chosen as valid for neuromarketing analysis utilizing the VOSviewer tool to show density, co-occurrence, trends, and data linkage. The findings suggest that the development of publishing is on the rise between 2014 and 2022. Furthermore, the findings imply a growing interest in neuromarketing research. The United States came in first, followed by Spain and the United Kingdom. Sungkyunkwan University in Korea topped the list of the finest institutions for publishing. Furthermore, the findings revealed that Plassman is the most referenced author in the Scopus database. The keyword "neuromarketing" has the most outstanding overall association strength (95) with neuroscience, consumer neuroscience, EEG, consumer behavior, FMRI, marketing, neuroscience, and psychology. The findings of this study assist researchers in developing a solid roadmap for delving deeper and defining future research areas in neuromarketing.