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This study presents a comprehensive bibliometric analysis of neuromarketing research from 2004 to 2024, aiming to map its evolution, intellectual structure, and thematic development. Using data from 1,169 Scopus-indexed articles, the analysis applies performance metrics, co-occurrence networks, and thematic mapping through RStudio’s Biblioshiny package to achieve four objectives: (1) examining publication trends over time, (2) highlighting influential authors, institutions, and journals, (3) uncovering dominant thematic clusters, and (4) analyzing citation and collaboration networks. Findings indicate exponential growth in publications (23.84% annual rate), peaking in 2022, with Frontiers in Psychology emerging as the leading journal. Thematic clusters emphasize neuroimaging techniques (EEG, fMRI) in consumer behavior studies, alongside emerging areas like machine learning and ethical considerations. This study offers critical insights into neuromarketing’s maturation as a multidisciplinary field driven by technological innovation, the pivotal role of neurophysiological methods in understanding subconscious decision-making, and the potential for future research in ethical frameworks and AI integration. It provides a roadmap for advancing neuromarketing as a rigorous, ethically grounded discipline.

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Neuromarketing Implications on Purchase Decisions: A Bibliometric Analysis

  • 会议论文

  • 发表日期：

    2026年

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  • Abderrahim Bellil,
  • Feten Ben Naoui

摘要

This study presents a comprehensive bibliometric analysis of neuromarketing research from 2004 to 2024, aiming to map its evolution, intellectual structure, and thematic development. Using data from 1,169 Scopus-indexed articles, the analysis applies performance metrics, co-occurrence networks, and thematic mapping through RStudio’s Biblioshiny package to achieve four objectives: (1) examining publication trends over time, (2) highlighting influential authors, institutions, and journals, (3) uncovering dominant thematic clusters, and (4) analyzing citation and collaboration networks. Findings indicate exponential growth in publications (23.84% annual rate), peaking in 2022, with Frontiers in Psychology emerging as the leading journal. Thematic clusters emphasize neuroimaging techniques (EEG, fMRI) in consumer behavior studies, alongside emerging areas like machine learning and ethical considerations. This study offers critical insights into neuromarketing’s maturation as a multidisciplinary field driven by technological innovation, the pivotal role of neurophysiological methods in understanding subconscious decision-making, and the potential for future research in ethical frameworks and AI integration. It provides a roadmap for advancing neuromarketing as a rigorous, ethically grounded discipline.