Bibliometric-Based Evaluation of the Neuromarketing Research Trend: 2010-2021.

ABSTRACT: Neuromarketing has become a new and important topic in the field of marketing in recent years. Consumer behavior research has received increasing attention. In the past decade, the importance of marketing has also been recognized in many fields such as consumer behavior, advertising, information systems, and e-commerce. Neuromarketing uses neurological methods to determine the driving forces behind consumers' choices. Various neuroscience tools, such as eye movements, have been adopted to help reveal how consumers react to particular advertisements or objects. This information can be used as the basis for new advertising campaigns and brand promotions. To effectively explore the research trends in this field, we must understand the current situation of neuromarketing. A systematic bibliome

SUBMITTER: Zhu Z 

PROVIDER: S-EPMC9380815 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature