Robaina-Calderín Lorena, Martín-Santana Josefa D
Universidad de Las Palmas de Gran Canaria, Campus de Tafira s/n, 35017 Las Palmas de Gran Canaria, Las Palmas Spain.
Cogn Neurodyn. 2021 Dec;15(6):923-938. doi: 10.1007/s11571-021-09693-y. Epub 2021 Jun 21.
There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.
目前，人们对更深入地理解消费者行为的兴趣与日俱增。在这种背景下，神经科学和市场营销等不同学科的结合催生了新的知识领域，如神经营销学。本研究主要旨在从整体角度对神经营销学的文献进行系统综述，分析其定义和过程，以及更具体的方面，如伦理和应用。基于我们的综述结果，采用基础词典和文本挖掘相结合的方法，我们的研究展示了当前的研究方向和未来的工作方向。
