Neuromarketing y las preferencias del consumidor desde web of science: Análisis bibliométrico
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Abstract
El neuromarketing ha ganado relevancia como herramienta para comprender el comportamiento y las preferencias del consumidor. Este artículo analiza la producción científica sobre neuromarketing y preferencias del consumidor mediante un análisis bibliométrico basado en 554 registros recuperados de Web of Science. Utilizando R-Studio y bibliometrix v.4.1.4, se examinaron documentos más citados, palabras clave frecuentes y métricas de impacto científico. Además, se exploraron redes de cocitación y agrupaciones temáticas. Los resultados destacan factores como impacto absoluto y relativo de los estudios en neuromarketing, evidenciando un enfoque bibliométrico que conecta ciencia, innovación y gestión estratégica. Las palabras clave evolucionan en torno a términos como "cognición", "emoción" y "toma de decisiones", reflejando un crecimiento en la interdisciplinariedad del campo. Las redes de cocitación revelan nodos y patrones cruciales, proporcionando una visión integral de las tendencias y prioridades investigativas en 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.
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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Vol. 5, No. 10