A global research trends of neuromarketing: 2015-2020

Ahmed H. Alsharif; Nor Zafir Md. Salleh; Rohaizat Baharun; Hassan Abuhassna; Alharthi Rami Hashem E

doi:10.26441/RC21.1-2022-A1

Authors

Ahmed H. Alsharif Universiti Teknologi Malaysia https://orcid.org/0000-0002-1364-3545
Nor Zafir Md. Salleh Universiti Teknologi Malaysia https://orcid.org/0000-0001-7230-8766
Rohaizat Baharun Universiti Teknologi Malaysia
Hassan Abuhassna Universiti Teknologi Malaysia https://orcid.org/0000-0002-5774-3652
Alharthi Rami Hashem E Taif University

DOI:

https://doi.org/10.26441/RC21.1-2022-A1

Keywords:

bibliometric analysis, PRISMA, neuromarketing, consumer neuroscience, Scopus database

Abstract

he growth interesting in discovering the consumers’ behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper evaluates the global research trends in the neuromarketing/consumer neuroscience domain based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in selecting all relevant documents for this bibliometric study. A total of 119 documents have been extracted and analysed from the Scopus database. The findings revealed that Spain is the leading country in this field of research with 21 publications, and the most productive institution was Universidad Complutense de Madrid, with seven documents. In addition, Ma, Q. is the most prolific author with four publications and 11 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 11 publications, the Comunicar journal has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. For example, EEG (18 occurrences and 43 total link strength) mean EEG occurrence 22 times, and total link strength for these occurrences are 43 links with neuromarketing theme. Chew L.H. et al., have published the most cited document with 27 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain.

Metrics

Metrics Loading ...

Author Biographies

Ahmed H. Alsharif, Universiti Teknologi Malaysia

PhD candidate at Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia, Malaysia. His research interests include neuromarketing, cognitive and emotional processes, consumer behaviour, and advertising.

Nor Zafir Md. Salleh, Universiti Teknologi Malaysia

Senior Lecturer (Assistant Professor) at AHIBS, Universiti Teknologi Malaysia, Malaysia. Her research interests include culture and heritage, service innovation, Islamic tourism, and marketing.

Rohaizat Baharun, Universiti Teknologi Malaysia

Professor at AHIBS, Universiti Teknologi Malaysia, Malaysia. His research interests include educational marketing, retailing management, and customer behaviour.

Hassan Abuhassna, Universiti Teknologi Malaysia

Senior Lecturer (Assistant Professor) at Faculty of Social Sciences & Humanities, Universiti Teknologi Malaysia, Malaysia. His research interests include MOOC, E-learning, and online learning.

Alharthi Rami Hashem E, Taif University

PhD student at AHIBS, Universiti Teknologi Malaysia (Malaysia). He is a lecturer at the Department of Financial and Administrative Sciences, Taif University, Saudi Arabia. His research interests include product placement, brand placement and integration, brand attitudes, implicit association test.

References

Abbas, A. F., bin Jusoh, A., Mas' od, A., & Mor, K. M. (2020a). Market maven and mavenism: A bibliometrics analysis using Scopus database. International Journal of Management, 11(11), 31-45. https://doi.org/10.34218/IJM.11.11.2020.004

Abbas, A. F., Jusoh, A., Mas’od, A., & Ali, J. (2020b). Bibliometric analysis of global research trends on electronic word of mouth using Scopus database. Journal of Critical Reviews, 7(16), 405-412. https://doi.org/10.31838/jcr.07.16.49

Ali, J., Jusoh, A., Abbas, A. F., & Nor, K. M. (2021a). Global trends of service quality in healthcare: A bibliometric analysis of scopus database. Journal of Contemporary Issues in Business and Government, 27(1), 2917-2930.

Ali, J., Jusoh, A., Idris, N., Abbas, A. F., & Alsharif, A. H. (2021b). Everything is Going Electronic, so do Services and Service Quality: Bibliometric Analysis of E-Services and E-Service Quality. International Journal of Interactive Mobile Technologies, 15(18), 148-166. https://doi.org/10.3991/ijim.v15i18.24519 DOI: https://doi.org/10.3991/ijim.v15i18.24519

Ali, J., Jusoh, A., Idris, N., Abbas, A. F., & Alsharif, A. H. (2021c). Nine Years of Mobile Healthcare Research: A Bibliometric Analysis. International Journal of Online & Biomedical Engineering, 17(10). https://doi.org/10.3991/ijoe.v17i10.25243 DOI: https://doi.org/10.3991/ijoe.v17i10.25243

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2020a). Research trends of neuromarketing: A bibliometric analysis. Journal of Theoretical and Applied Information Technology, 98(15), 2948-2962.

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27-35. https://doi.org/10.31117/neuroscirn.v4i3.79 DOI: https://doi.org/10.31117/neuroscirn.v4i3.79

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021b). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13-22. https://doi.org/10.31117/neuroscirn.v3i5.80 DOI: https://doi.org/10.31117/neuroscirn.v3i5.80

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021c). To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Management Sciences, 10(2), 49-67. https://doi.org/10.6007/ijarems/v10-i2/9883 DOI: https://doi.org/10.6007/IJAREMS/v10-i2/9883

Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Alharthi, R. H. E. (2021d). Neuromarketing research in the last five years: a bibliometric analysis. Cogent Business & Management, 8(1), 1978620. https://doi.org/10.1080/23311975.2021.1978620 DOI: https://doi.org/10.1080/23311975.2021.1978620

Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Mehdi, S. (2020b). Neuromarketing approach: An overview and future research directions. Journal of Theoretical and Applied Information Technology, 98(7), 991-1001.

Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Rami Hashem E., A., Mansor, A. A., Ali, J., & Abbas, A. F. (2021e). Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes. Sustainability, 13(11), 6488-6513. https://doi.org/10.3390/su13116488 DOI: https://doi.org/10.3390/su13116488

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021f). A Bibliometric Analysis of Neuromarketing: Current Status, Development and Future Directions. International Journal of Academic Research in Accounting, Finance and Management Business Sciences, 11(3), 828-847. http://dx.doi.org/10.6007/IJARAFMS/v11-i3/11673 DOI: https://doi.org/10.6007/IJARAFMS/v11-i3/11292

Ananos, E. (2015). Eye tracker technology in elderly people: How integrated television content is paid attention to and processed. Comunicar, 23(45), 75-83. https://doi.org/10.3916/c45-2015-08 DOI: https://doi.org/10.3916/C45-2015-08

Avinash, T., Dikshant, L., & Seema, S. (2018). Methods of neuromarketing and implication of the frontal theta asymmetry induced due to musical stimulus as choice modeling. Procedia Computer Science, 132(2018), 55-67. https://doi.org/10.1016/j.procs.2018.05.059 DOI: https://doi.org/10.1016/j.procs.2018.05.059

Baker, H. K., Pandey, N., Kumar, S., & Haldar, A. (2020). A bibliometric analysis of board diversity: Current status, development, and future research directions. Journal of Business Research, 108(2020), 232-246. https://doi.org/10.1016/j.jbusres.2019.11.025 DOI: https://doi.org/10.1016/j.jbusres.2019.11.025

Baraybar-Fernández, A., Baños-González, M., Barquero-Pérez, Ó., Goya-Esteban, R., & De-la-Morena-Gómez, A. (2017). Evaluation of emotional responses to television advertising through neuromarketing. Comunicar, 25(52), 19-28. https://doi.org/10.3916/c52-2017-02 DOI: https://doi.org/10.3916/C52-2017-02

Block, J. H., & Fisch, C. (2020). Eight tips and questions for your bibliographic study in business and management research. Management Review Quarterly, 70(3), 307-312. https://doi.org/10.1007/s11301-020-00188-4 DOI: https://doi.org/10.1007/s11301-020-00188-4

Bosshard, S. S., Bourke, J. D., Kunaharan, S., Koller, M., & Walla, P. (2016). Established liked versus disliked brands: Brain activity, implicit associations and explicit responses. Cogent Psychology, 3(1), 1-16. https://doi.org/10.1080/23311908.2016.1176691 DOI: https://doi.org/10.1080/23311908.2016.1176691

Breiter, H. C., Block, M., Blood, A. J., Calder, B., Chamberlain, L., Lee, N., . . . Schultz, D. (2015). Redefining neuromarketing as an integrated science of influence. Frontiers in Human Neuroscience, 8(2), 1-7. https://doi.org/10.3389/fnhum.2014.01073 DOI: https://doi.org/10.3389/fnhum.2014.01073

Cartocci, G., Caratù, M., Modica, E., Maglione, A. G., Rossi, D., Cherubino, P., & Babiloni, F. (2017). Electroencephalographic, heart rate, and galvanic skin response assessment for an advertising perception study: Application to antismoking public service announcements. Journal of Visualized Experiments, 3(126), 55872-55881. https://doi.org/10.3791/55872 DOI: https://doi.org/10.3791/55872

Cherubino, P., Martinez-Levy, A. C., Caratu, M., Cartocci, G., Di Flumeri, G., Modica, E., . . . Trettel, A. (2019). Consumer behaviour through the eyes of neurophysiological measures: State of the art and future trends. Computational Intelligence and Neuroscience, 3(2), 01-41. https://doi.org/10.1155/2019/1976847 DOI: https://doi.org/10.1155/2019/1976847

Chew, L. H., Teo, J., & Mountstephens, J. (2016). Aesthetic preference recognition of 3D shapes using EEG. Cognitive neurodynamics, 10(2), 165-173. https://doi.org/10.1007/s11571-015-9363-z DOI: https://doi.org/10.1007/s11571-015-9363-z

Comerio, N., & Strozzi, F. (2019). Tourism and its economic impact: A literature review using bibliometric tools. Tourism economics, 25(4), 109-131. https://doi.org/10.1177/1354816618793762 DOI: https://doi.org/10.1177/1354816618793762

Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S.-C., & Orzan, M. C. (2019). Attitude evaluation on using the neuromarketing approach in social media: Matching company’s purposes and consumer’s benefits for sustainable business growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su11247094 DOI: https://doi.org/10.3390/su11247094

Cuesta-Cambra, U., Niño-González, J.-I., & Rodríguez-Terceño, J. (2017). The cognitive processing of an educational app with EEG and eye tracking. Media Education Research Journal, 25(52), 41-50. https://doi.org/10.3916/c52-2017-04 DOI: https://doi.org/10.3916/C52-2017-04

Goto, N., Mushtaq, F., Shee, D., Lim, X. L., Mortazavi, M., Watabe, M., & Schaefer, A. (2017). Neural signals of selective attention are modulated by subjective preferences and buying decisions in a virtual shopping task. Biological psychology, 128(2017), 11-20. https://doi.org/10.1016/j.biopsycho.2017.06.004 DOI: https://doi.org/10.1016/j.biopsycho.2017.06.004

Guixeres, J., Bigné, E., Ausín Azofra, J. M., Alcañiz Raya, M., Colomer Granero, A., Fuentes Hurtado, F., & Naranjo Ornedo, V. (2017). Consumer neuroscience-based metrics predict recall, liking and viewing rates in online advertising. Frontiers in Psychology, 8(3), 1808. https://doi.org/10.3389/fpsyg.2017.01808 DOI: https://doi.org/10.3389/fpsyg.2017.01808

Harris, J., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour, 17(3), 239-252. https://doi.org/10.1002/cb.1710 DOI: https://doi.org/10.1002/cb.1710

Harris, J., Ciorciari, J., & Gountas, J. (2019). Consumer neuroscience and digital/social media health/social cause advertisement effectiveness. Behavioral Sciences, 9(4), 25. https://doi.org/10.3390/bs9040042 DOI: https://doi.org/10.3390/bs9040042

Iloka, B. C., & Onyeke, K. J. (2020). Neuromarketing: a historical review. Neuroscience Research Notes, 3(3), 27-35. https://doi.org/10.31117/neuroscirn.v3i3.54 DOI: https://doi.org/10.31117/neuroscirn.v3i3.54

Isabella, G., Mazzon, J. A., & Dimoka, A. (2015). Culture differences, difficulties, and challenges of the neurophysiological methods in marketing research. Journal of International Consumer Marketing, 27(5), 346-363. https://doi.org/10.1080/08961530.2015.1038761 DOI: https://doi.org/10.1080/08961530.2015.1038761

Khudzari, J. M., Kurian, J., Tartakovsky, B., & Raghavan, G. V. (2018). Bibliometric analysis of global research trends on microbial fuel cells using Scopus database. Biochemical engineering journal, 136(2018), 51-60. https://doi.org/10.1016/j.bej.2018.05.002 DOI: https://doi.org/10.1016/j.bej.2018.05.002

Kumar, S., Sureka, R., & Colombage, S. (2019). Capital structure of SMEs: A systematic literature review and bibliometric analysis. Management Review Quarterly, 4(2), 1-31. https://doi.org/10.1007/s11301-019-00175-4 DOI: https://doi.org/10.1007/s11301-019-00175-4

Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1-2), 4-38. https://doi.org/10.1108/ejm-02-2017-0122 DOI: https://doi.org/10.1108/EJM-02-2017-0122

McClure, S. M., Li, J., Tomlin, D., Cypert, K. S., Montague, L. M., & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(2), 379-387. https://doi.org/10.1016/j.neuron.2004.09.019 DOI: https://doi.org/10.1016/j.neuron.2004.09.019

Minguillon, J., Lopez-Gordo, M. A., Renedo-Criado, D. A., Sanchez-Carrion, M. J., & Pelayo, F. (2017). Blue lighting accelerates post-stress relaxation: Results of a preliminary study. PloS one, 12(10), e0186399. https://doi.org/10.1371/journal.pone.0186399 DOI: https://doi.org/10.1371/journal.pone.0186399

Moher, D., Shamseer, L., Clarke, M., Ghersi, D., Liberati, A., Petticrew, M., . . . Stewart, L. A. (2015). Preferred reporting items for systematic review and meta-analysis protocols (PRISMA-P) 2015 statement. Systematic reviews, 4(1), 1-9. https://doi.org/10.1186/2046-4053-4-1 DOI: https://doi.org/10.1186/2046-4053-4-1

Ramsoy, T. Z., Skov, M., Christensen, M. K., & Stahlhut, C. (2018). Frontal Brain Asymmetry and Willingness to Pay. Frontiers in Neuroscience, 12(3), 138-150. https://doi.org/10.3389/fnins.2018.00138 DOI: https://doi.org/10.3389/fnins.2018.00138

Ravikumar, S., Agrahari, A., & Singh, S. N. (2015). Mapping the intellectual structure of scientometrics: A co-word analysis of the journal Scientometrics (2005–2010). Scientometrics, 102(1), 929-955. DOI: https://doi.org/10.1007/s11192-014-1402-8

Sánchez-Fernández, J., Casado-Aranda, L.-A., & Bastidas-Manzano, A.-B. (2021). Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis. Sustainability, 13(3), 1589. https://doi.org/10.3390/su13031589 DOI: https://doi.org/10.3390/su13031589

Sebastian, V. (2014). New directions in understanding the decision-making process: neuroeconomics and neuromarketing. In M. Chraif, C. Vasile, & M. Anitei (Eds.), International Conference Psychology and the Realities of the Contemporary World (Vol. 127, pp. 758-762). Amsterdam. Elsevier Science Bv. https://doi.org/10.1016/j.sbspro.2014.03.350 DOI: https://doi.org/10.1016/j.sbspro.2014.03.350

Smidts, A. (2002). Kijken in het brein: Over de mogelijkheden van neuromarketing. Netherland. Erasmus Research Institute of Management.

Spence, C. (2019). Neuroscience-inspired design: From academic neuromarketing to commercially relevant research. Organizational Research Methods, 22(1), 275-298. https://doi.org/10.1177/1094428116672003 DOI: https://doi.org/10.1177/1094428116672003

Stanton, S., Armstrong, W., & Huettel, S. (2017). Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics, 144(4), 799-811. DOI:https://doi.org/10.1007/s10551-016-3059-0 DOI: https://doi.org/10.1007/s10551-016-3059-0

Van Eck, N., & Waltman, L. (2013). Manual for VOSviewer version 1.5. 4. Universiteit Leiden and Erasmus Universiteit Rotterdam, 1(1), 1-53.

Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., . . . Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436-452. https://doi.org/10.2139/ssrn.2498095 DOI: https://doi.org/10.1509/jmr.13.0593

Wang, M., & Chai, L. (2018). Three new bibliometric indicators/approaches derived from keyword analysis. Scientometrics, 116(3), 721-750. https://doi.org/10.1007/s11192-018-2768-9 DOI: https://doi.org/10.1007/s11192-018-2768-9

Wang, R. W., Chang, Y.-C., & Chuang, S.-W. (2016). EEG spectral dynamics of video commercials: impact of the narrative on the branding product preference. Scientific Reports, 6(1), 36487-36498. https://doi.org/10.1038/srep36487 DOI: https://doi.org/10.1038/srep36487