Neuroscience and consumer behavior
statistical analysis of its evolution and trends in its research
DOI:
https://doi.org/10.18270/cuaderlam.v18i35.3855Keywords:
neuromarketingAbstract
Consumer neuroscience examines the behavior of the brain in response to the different stimuli that brands carry out to determine the main factors that lead a person to consume a product. The present study performs a bibliometric analysis of neuroscience and consumer behavior literature. The most influential countries, authors, journals, and institutions, their structure, and future lines of research were identified. The review was carried out based on a bibliometric and network analysis of documents published in the Scopus database between 2007 and 2021. A scientific mapping was carried out on 178 documents. From the network analysis, three perspectives or clusters of information were identified: Advertising and its emotional impact, Brands, and their search to persuade the consumer, and Emotions and their influence on the brain and consumer behavior. Finally, the agenda for future research are presented.
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