Neuromarketing as a Marketing Research Technique: Past, Present, and Future

Year 2024, Volume: 2 Issue: 1, 6 - 24, 12.09.2024

Zeynep Öztürk

Abstract

As of the 20th century, humanity has started to develop itself and create new branches of science. with the technology it has developed in various fields. The journey of marketing and market research, which began with the Industrial Revolution, has led us to neuromarketing today, which combines neuroscience, consumer psychology, and marketing sciences. Researchers working in the marketing and marketing research circle have also managed to make sense of customer acquisition, brand management and marketing and communication strategies by using neuromarketing and consumer neuroscience techniques, especially in the last two decades. Researchers in the field are expanding and enlarging the neuromarketing literature with the neuromarketing analyses and research they conduct. In this study, the articles obtained from the SCOPUS and Web of Science databases in the field of neuromarketing after 2000 were analyzed in a bibliometric context. The study was aimed to inform the researcher about the article studies carried out within the scope of neuromarketing.

Keywords

Marketing Research, Consumer Neuroscience, Neuromarketing, Bibliometric Analysis

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