Research trends of neuromarketing: A bibliometric analysis

• Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Baharun, Rohaizat
• Format: Article
• Published: Little Lion Scientific 2020
• Subjects: Z004 Books. Writing. Paleography
• Online Access: http://eprints.utm.my/id/eprint/93845/; http://www.jatit.org/volumes/ninetyeight15.php

The rising demand for exploring what is inside consumers' brains and the growth of neuroscience stimulated research efforts to explore the subtle centers in the consumer's brain that responsible for making-decisions. Therefore, understanding the essential subjects relevant to neuromarketing is important for expanding collaboration and to push the progression of research towards the desired goals perfectly. In this paper, our goals were to assess the global research trend in neuromarketing field upon on outputs of publication, coauthorships, countries, and co-occurrences. This paper has used the Scopus database to analysis related articles between 2007 and 2018, the result was 137 journal articles. In 2012, the publications' number has increased by about 12 articles each two-year, which led to a steady rise in the sum of the total publications. Approximately 52% of the universal publications were published in the USA, Spain, UK, Italy and Germany leading the other 32 countries/territories.