Business Administration, Management, and Operations Commons^™

Neuromarketing: A Bibliometric Perspective Of The Field, Saniya Fayaz, Raja Rub Nawaz

Business Review

With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, cooccurrence, annual productivity, collaborations and sources approaches by analyzing a total of 390 articles extracted …