Neuromarketing: Its current status and research perspectives
Overview
Paper Summary
This review examines neuromarketing research from 2001-2019 using Web of Science and Scopus, revealing a fragmented field with evolving research trends and a growing interest in consumer neuroscience. It identifies three key research perspectives related to brain-brand connections, research tools and techniques, and consumer behavior, highlighting the need for further research to solidify the field.
Explain Like I'm Five
Scientists are studying how your brain reacts when you see different brands or ads. It's like they're trying to figure out why you pick one toy over another by looking inside your head, but they're still learning a lot!
Possible Conflicts of Interest
None identified
Identified Limitations
Rating Explanation
This literature review provides a valuable overview of neuromarketing research, employing a science mapping approach to identify trends and perspectives. The methodology is sound, but the limited database coverage and reliance on citation metrics are notable weaknesses. The overall analysis contributes meaningfully to the field's understanding, justifying a rating of 4 despite these limitations.
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