Cardoso Lucília, Chen Meng-Mei, Araújo Arthur, de Almeida Giovana Goretti Feijó, Dias Francisco, Moutinho Luiz
CiTUR-Leiria, 2411-901 Leiria, Portugal.
Ecole Hoteliere de Lausanne, HES-SO University of Applied Sciences and Arts Western, 2800 Delémont, Switzerland.
Behav Sci (Basel). 2022 Feb 21;12(2):55. doi: 10.3390/bs12020055.
(1) Background: Using neuroscience to understand and influence consumer behavior often leads to ethical controversy. Thus, it is necessary to demystify the use of neuroscience for marketing purposes; the present paper, by accessing the worldwide academic performance in this domain, fulfills this objective. (2) Methods: All extant literature on neuromarketing indexed to the Scopus database-318 articles-was subjected to a bibliometric analysis through a mixed-method approach. (3) Results: The results show that Spain leads the ranks of the most productive countries, while Italian researchers clearly dominate in terms of collaboration. Regarding the most prominent topics, the connection between "Neuroscience" and "Advertising" is highlighted. The findings provide a better understanding of the state-of-the-art in neuromarketing studies, research gaps, and emerging research topics, and additionally provide a new methodological contribution by including SciVal topic prominence in the bibliometric analysis. (4) Conclusions: As practical implications, this study provides useful insights for neuromarketing researchers seeking funding opportunities, which are normally associated with topics within the top prominence percentile or emerging topics. In terms of originality, this study is the first to apply SciVal topic prominence to a bibliometric analysis of neuromarketing, and provides a new bibliometric indicator for neuromarketing research.
(1) 背景：运用神经科学来理解和影响消费者行为常常引发伦理争议。因此，有必要揭开将神经科学用于营销目的的神秘面纱；本文通过考察该领域的全球学术表现实现了这一目标。(2) 方法：对Scopus数据库中索引的所有关于神经营销的现有文献——318篇文章——采用混合方法进行文献计量分析。(3) 结果：结果表明，西班牙在最具生产力的国家中排名第一，而意大利研究人员在合作方面明显占据主导地位。关于最突出的主题，“神经科学”与“广告”之间的联系被凸显出来。这些发现有助于更好地理解神经营销研究的现状、研究差距和新兴研究主题，此外，通过在文献计量分析中纳入Scival主题显著性，还提供了一种新的方法学贡献。(4) 结论：作为实际意义，本研究为寻求资金机会的神经营销研究人员提供了有用的见解，这些机会通常与处于最高显著性百分位的主题或新兴主题相关。在原创性方面，本研究首次将Scival主题显著性应用于神经营销的文献计量分析，并为神经营销研究提供了一个新的文献计量指标。
