Mayoría de edad del Neuromarketing: mapa científico de 18 años de investigación en el área

Iria Paz Gil; Kacper Zagala; Luis Manuel Cerdá Suárez

doi:10.33732/ixc/13/02Mayori

Autores/as

Iria Paz Gil Universidad Rey Juan Carlos https://orcid.org/0000-0003-3696-5253
Kacper Zagala University of Economics in Katowice https://orcid.org/0000-0001-6742-2943
Luis Manuel Cerdá Suárez Universidad Internacional de La Rioja https://orcid.org/0000-0002-3909-8805

DOI:

https://doi.org/10.33732/ixc/13/02Mayori

Palabras clave:

Neuromarketing, neurociencia del consumidor, análisis bibliométrico, mapa científico, análisis de co-ocurrencia, SciMAT

Resumen

Esta investigación se enfoca en la obtención de la estructura intelectual del área científica del neuromarketing y la neurociencia del consumidor. Para ello, se realiza un análisis bibliométrico de co-ocurrencia de palabras clave sobre un corpus de 355 artículos extraídos de las ediciones SCI-E y SSCI de la Colección Principal de WoS, que cubren los 18 años completos comprendidos entre 2005 y 2022. Los resultados muestran los autores y revistas más prolíficos y citados, así como la estructura intelectual del área, dividida en nueve clusters: Electroencephalography (EEG), Neuroeconomics, Impact y Eye-Tracking (temas motores); Event Related Potential (ERP) (temas altamente desarrollados y aislados); Perception, Reward y Behavior (temas emergentes o en declive); Arousal (temas básicos o transversales). Tras un análisis pormenorizado de los resultados, se discuten las contribuciones del área a la comprensión del comportamiento humano, sus aportes metodológicos, el alcance del campo de investigación y las consideraciones éticas de diversos grupos de interés. Una de las contribuciones fundamentales de este trabajo consiste en identificar las líneas principales, los retos metodológicos y las contribuciones a la sociedad del área científica, ordenando y categorizando gran parte de la investigación realizada hasta la fecha.

Métricas

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