Neuromarketing Bibliomethric Analysis in Web of Science Database

Analyzing consumers' behavior and understanding their decision-making processes is one of the\rpriorities for marketing. Traditional research methods such as surveys and observation, may be insufficient to\raccurately explain and predict consumer behavior because they that consumers generally display purchasing\rbehavior based on rational and logical decisions. However, neuromarketing seem to be a much more\reffective method for the researchers in understanding consumer beahvior. Using neuromarketing techniques\rin marketing research has begun to be seen as one of the most accurate and consistent ways to reveal the real\rfeelings and thoughts of consumers at the subconscious and conscious level. Thus, in the current study, the\rexisting research in the field of neuromarketing were subjected to bibliometric analysis by focusing on the\rnumber of publications by years, the publishing countries and organizations, the most published authors, the\rmost cited authors, and the variables related to the relevant field by using the keywords map. The qualitative\rand quantitative contribution made to the field was also considered in the analysis. The findings indicate that\rneuromarketing studies started in the early 2000s, and are still being carried out today. The subject of\r"neuromarketing" was scanned in the Web of Science database; 514 studies were accessed and their annual\rdistribution was shown. It was determined that 1231 authors contributed to the field of neuromarketing,\rpublished in 363 journals. The study isexpected to provide new perspectives and insgihts by enlightening\rfuture studies in the field of neuromarketing.