Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis
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 consum...
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doaj-61eeeca540d14ab8b318c368dea18c2d2021-02-03T00:07:18ZengMDPI AGSustainability2071-10502021-02-01131589158910.3390/su13031589Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation AnalysisJuan Sánchez-Fernández0Luis-Alberto Casado-Aranda1Ana-Belén Bastidas-Manzano2Department of Marketing and Market Research, University of Granada, 18010 Granada, SpainDepartment of Marketing and Market Research, University of Granada, 18010 Granada, SpainMarketing and Tourism Department, Madrid Open University, Collado Villalba, 28400 Madrid, SpainThe 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.https://www.mdpi.com/2071-1050/13/3/1589bibliometric researchconsumer neuroscienceadvertising researchemerging trendsneuroimaging toolsconsumer behavior |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Juan Sánchez-Fernández Luis-Alberto Casado-Aranda Ana-Belén Bastidas-Manzano |
spellingShingle |
Juan Sánchez-Fernández Luis-Alberto Casado-Aranda Ana-Belén Bastidas-Manzano Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis Sustainability bibliometric research consumer neuroscience advertising research emerging trends neuroimaging tools consumer behavior |
author_facet |
Juan Sánchez-Fernández Luis-Alberto Casado-Aranda Ana-Belén Bastidas-Manzano |
author_sort |
Juan Sánchez-Fernández |
title |
Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis |
title_short |
Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis |
title_full |
Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis |
title_fullStr |
Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis |
title_full_unstemmed |
Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis |
title_sort |
consumer neuroscience techniques in advertising research: a bibliometric citation analysis |
publisher |
MDPI AG |
series |
Sustainability |
issn |
2071-1050 |
publishDate |
2021-02-01 |
description |
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. |
topic |
bibliometric research consumer neuroscience advertising research emerging trends neuroimaging tools consumer behavior |
url |
https://www.mdpi.com/2071-1050/13/3/1589 |
work_keys_str_mv |
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