Trends and Evolution of Neuromarketing Research in Understanding Consumer Behavior: A Bibliometric Analysis

Abstract

Neuromarketing has grown into a prominent interdisciplinary field that bridges neuroscience, psychology, and marketing to understand consumer cognition and emotion beyond self-reported measures. This study conducts a comprehensive bibliometric analysis using Scopus-indexed publications to examine the intellectual structure, thematic evolution, and global development of neuromarketing research. Using VOSviewer, five visualizations—network, overlay, density, author, and country maps—were generated to identify influential works, core research clusters, collaboration patterns, and emerging trends. Highly cited publications such form the conceptual and methodological foundation of the field, while newer studies emphasize neuroimaging advancements, EEG analytics, emotional processing, and ethical implications. Keyword clustering reveals four major themes: neuroimaging methods, consumer decision-making, marketing applications, and ethical considerations. Collaboration analyses indicate strong activity in Europe, the U.S., and China, though geographic disparities persist. Overall, the findings demonstrate that neuromarketing has evolved from conceptual debate toward advanced, technology-driven applications, while ethical issues remain central to its future trajectory. This study contributes a systematic mapping of neuromarketing’s development and highlights opportunities for expanded global collaboration, methodological integration, and responsible innovation.