Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis

Juan Sánchez-Fernández, Luis-Alberto Casado-Aranda and Ana-Belén Bastidas-Manzano
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Juan Sánchez-Fernández: Department of Marketing and Market Research, University of Granada, 18010 Granada, Spain
Luis-Alberto Casado-Aranda: Department of Marketing and Market Research, University of Granada, 18010 Granada, Spain
Ana-Belén Bastidas-Manzano: Marketing and Tourism Department, Madrid Open University, Collado Villalba, 28400 Madrid, Spain

Sustainability, 2021, vol. 13, issue 3, 1-20

Abstract: The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring consumer response to advertising stimuli have necessitated more objective and accurate tools from the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction strategies). Due to its complex nature and continuous growth, this area of research calls for a clear understanding of its evolution, current scope, and potential domains in the field of advertising. Thus, this current research is among the first to apply a bibliometric approach to clarify the main research streams analyzing advertising persuasion using neuroimaging. Particularly, this paper combines a comprehensive review with performance analysis tools of 203 papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database. Our findings describe the research tools, journals, and themes that are worth considering in future research. The current study also provides an agenda for future research and therefore constitutes a starting point for advertising academics and professionals intending to use neuroimaging techniques.

Keywords: bibliometric research; consumer neuroscience; advertising research; emerging trends; neuroimaging tools; consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2021:i:3:p:1589-:d:492054

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