Current Trends in the Application of EEG in Neuromarketing: A Bibliometric Analysis

IF 0.9 Q3 ECONOMICS

Scientific Annals of Economics and Business Pub Date : 2022-08-23 DOI:10.47743/saeb-2022-0020

Ahmed H. Alsharif, Nor Zafir Md Salleh, L. Pilelienė, A. F. Abbas, Javed Ali

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引用次数: 20

Abstract

Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to identify relevant articles. A bibliometric analysis software (VOSviewer) was used to evaluate thirty open-access articles found in the Scopus database between 2016 and 2020. We found that the USA is the most productive country with five research articles that used the EEG tool in marketing studies, followed by Australia, Italy, and Malaysia with three articles each. According to the most prolific journals in neuromarketing, it has been found that Frontiers in Neuroscience journal (CiteScore 5.4) is the most prolific journal with two articles and 25 total citations, followed by Scientific reports (CiteScore 7.1) with two articles and eighteen total citations, which lead us to infer that the publications’ number does not necessarily reflect the citations’ number. The study provides a profound and comprehensive overview of academic research that used EEG in marketing research.

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脑电图在神经营销中的应用趋势:文献计量学分析

尽管存在几种神经科学工具，但脑电图（EEG）是研究人员最常用和最喜欢的工具，因为它的成本相对较低，时间分辨率较高。我们的研究旨在确定神经市场中实证脑电图研究的全球学术研究趋势。本文采用系统评价和荟萃分析的首选报告项目（PRISMA）协议来识别相关文章。文献计量分析软件（VOSviewer）用于评估2016年至2020年间Scopus数据库中发现的30篇开放获取文章。我们发现，美国是产量最高的国家，有五篇研究文章在市场研究中使用了脑电图工具，其次是澳大利亚、意大利和马来西亚，各有三篇文章。根据神经营销领域最多产的期刊，发现《神经科学前沿》期刊（CiteScore 5.4）是产量最高的期刊，有两篇文章，总引用次数为25次，其次是《科学报告》（CiteScore 7.1），有两文章，总引引引次数为18次，这使我们推断，出版物的数量并不一定反映引文的数量。该研究对将脑电图用于营销研究的学术研究进行了深刻而全面的概述。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Scientific Annals of Economics and Business ECONOMICS-

CiteScore

1.40

自引率

0.00%

发文量

审稿时长

10 weeks

期刊介绍： The Journal called Scientific Annals of Economics and Business (formerly Analele ştiinţifice ale Universităţii "Al.I. Cuza" din Iaşi. Ştiinţe economice / Scientific Annals of the Alexandru Ioan Cuza University of Iasi. Economic Sciences), was first published in 1954. It is published under the care of the Alexandru Ioan Cuza University, the oldest higher education institution in Romania, a place of excellence and innovation in education and research since 1860. Throughout its editorial life, the journal has been continuously improving. Renowned professors, well-known in the country and abroad, have published in this journal. The quality of the published materials is ensured both through their review by external reviewers of the institution and by the editorial staff that includes professors for each area of interest. The journal published papers in the following main sections: Accounting; Finance, Money and Banking; Management, Marketing and Communication; Microeconomics and Macroeconomics; Statistics and Econometrics; The Society of Knowledge and Business Information Systems.