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Title: A review of research on neuromarketing using content analysis: key approaches and new avenues
Authors: Robaina Calderín, Lorena Del Pino 
Martín Santana, Josefa Delia 
UNESCO Clasification: 531105 Marketing (comercialización)
611413 Marketing
Keywords: Neuromarketing
Consumer neuroscience
Text mining
Qda-Miner, et al
Issue Date: 2021
Journal: Cognitive Neurodynamics 
Abstract: © 2021, The Author(s), under exclusive licence to Springer Nature B.V.There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.
ISSN: 1871-4080
DOI: 10.1007/s11571-021-09693-y
Source: Cognitive Neurodynamics[ISSN 1871-4080],v. 15 (6), p. 923-938, (Diciembre 2021)
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