A Bibliometric Analysis on Neuromarketing and Consumer Behaviour

Neuromarketing, the intersection of neuroscience and marketing, has gained significant attention in recent years to better understand consumer behaviour and decision-making processes. This emerging field leverages various neuroimaging techniques, such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), to study the unconscious responses of consumers to marketing stimuli. The insights from neuromarketing research can help organisations design more effective marketing campaigns, improve product development, and enhance the overall consumer experience. The present study employs a bibliometric analysis to explore the scholarly landscape of neuromarketing research, focusing on its relationship to consumer behaviour. Using the Web of Science core collection database to analyse 96 publications from 2005 - 2024, this analysis examines the publication trends, influential authors, and prominent research themes within the neuromarketing domain. Results show that the authors published most on consumer behaviour in 2019, 30 authors published a single network science paper without co-authoring, and the keywords that co-occur with neuromarketing the most are consumer neuroscience.