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Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics
Neuromarketing: Its current status and research perspectives
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Paper Summary
Conflicts of Interest
Identified Weaknesses
Rating Explanation
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Paper Summary
Paperzilla title
Brain Scans and Brands: A Bibliometric Peek into Neuromarketing
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.
Possible Conflicts of Interest
None identified
Identified Weaknesses
Limited Database Coverage
The reliance on only two databases (Web of Science and Scopus) might exclude relevant research published in other sources, potentially leading to a biased view of the field.
Overemphasis on Citation Metrics
Relying solely on citation counts and network analysis can overlook high-quality research that hasn't yet garnered significant attention or citations.
Simplistic Categorization
The use of a tree analogy to classify research into "classical," "structural," and "recent" can be overly simplistic and may not accurately capture the nuances of the field's development.
Limited Time Frame
The limited time frame of the study (2001-2019) might not fully capture the most recent developments and trends in neuromarketing research.
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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Topic Hierarchy
Domain:
Social Sciences
Subfield:
Economics and Econometrics
File Information
Original Title:
Neuromarketing: Its current status and research perspectives
File Name:
4082.pdf
[download]
File Size:
1.04 MB
Uploaded:
July 14, 2025 at 06:47 AM
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