Neuromarketing y las preferencias del consumidor desde web of science: Análisis bibliométrico
Neuromarketing and consumer preferences from the web of science: a bibliometric analysisContenido principal del artículo
Neuromarketing has gained relevance as a tool for understanding consumer behavior and preferences. This article examines the scientific production related to neuromarketing and consumer preferences through a bibliometric analysis of 554 records retrieved from the Web of Science database. Using R-Studio and bibliometrix v.4.1.4, most cited papers, frequent keywords and scientific impact metrics were examined. In addition, co-citation networks and thematic groupings were explored. The results highlight factors such as absolute and relative impact of neuromarketing studies, evidencing a bibliometric approach that connects science, innovation and strategic management. Keywords evolve around terms such as “cognition”, ‘emotion’ and “decision making”, reflecting a growth in the interdisciplinarity of the field. Cocitation networks reveal crucial nodes and patterns, providing a comprehensive view of research trends and priorities in neuromarketing.
Neuromarketing has gained relevance as a tool for understanding consumer behavior and preferences. This article analyzes the scientific production on neuromarketing and consumer preferences through a bibliometric analysis based on 554 records retrieved from Web of Science. Using R-Studio and bibliometrix v.4.1.4, most cited papers, frequent keywords and scientific impact metrics were examined. In addition, co-citation networks and thematic groupings were explored. The results highlight factors such as absolute and relative impact of neuromarketing studies, evidencing a bibliometric approach that connects science, innovation and strategic management. Keywords evolve around terms such as “cognition”, “emotion” and “decision making”, reflecting a growth in the interdisciplinarity of the field. Cocitation networks reveal crucial nodes and patterns, providing a comprehensive view of research trends and priorities in neuromarketing.
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