Mañas-Viniegra et al. (2020)
Ranking (R); Scival Percentile (SP); Number of papers (NP); Financing (F).
Articles within the top ten Scival topics by best percentile: topic area, application area, neuroscience technology, and research objectives.
Authors | Topic Area | Application Area | Neuroscience Technology Used | Research Aim or Research Gap |
---|---|---|---|---|
Lee (2016) | Audience response | Coffee | EEG | The emotional mechanism of empathy and the neural correlates underlying the positive consumer reactions to pro-social marketing |
Mañas-Viniegra et al. (2020) | Audience response | Corporate communication and brand image | Eye tracking and galvanic skin response | Do audiences have different attention and emotions toward corporate purpose message and corporate visual identity? |
Hsu and Cheng (2018) | Audience response | Hotels | EEG | To compare brainwave results when viewing videos with and without subliminal stimuli |
Zhao et al. (2019) | Audience response | Camera | EEG | To understand the roles of elements and design in meeting customer demand regarding product and service systems |
Wójcik et al. (2015) | Methodology improvement | Equipment failure | Not applicable | To recommend a solution for fixing an Emotive EEG technical problem |
Fan and Touyama (2016) | Methodology improvement | Emotional face retrieval | EEG | To improve the accuracy of emotional face retrieval classification |
Fujita and Touyama (2017) | Methodology improvement | Audio | EEG, eye tracking (EOG signals) | To develop a method of single-shot multimedia content evaluation based on collaborative P300 signals in order to improve accuracy |
Libert and Van Hulle (2019) | Methodology improvement | Video | EEG | To develop a method to predict video behavior and viewing interest |
Chi Qin et al. (2019) | Literature review | EEG | To explore and categorize EGG applications in research | |
Chung et al. (2020) | Audience responses | Recommendation agents | EEG | Do people prefer natural virtual agents (human) or artificial intelligences? |
Heinonen and Briesemeister (2018) | Methodology improvement | Research method | fMRI | To shorten fMRI time using conjoint analysis |
Çakir et al. (2018) | Methodology improvement | Supermarket products | fNIRS | To develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements |
Rapp et al. (2009) | Commentary | Consumer privacy concerns | Not applicable | To review consumer privacy concerns and regulatory environment, and to make recommendations |
Lopes et al. (2017) | Methodology improvement | Facial expression recognition | Not applicable | To propose a new method to improve the accurancy of facial expression recognition |
Rodas-Areiza and Montoya-Restrepo (2018) | Methodology improvement | Fascial cream | Face reader, EEG, and eye tracking | To propose a framework to incorporate and measure the impact of sensory marketing |
Zavadskas et al. (2019) | Methodology improvement | A fair | Facial emotion tracker, temperature analysis device, a respiration sensor | The integration of the emotional and physiological states of potential buyers, their valence and arousal, and their affective attitudes into the analysis of the one-to-one marketing process. |
Mañas-Viniegra et al. (2020) | Audience response | Journalism | Eye tracking and galvanic skin response | The existence of differences between a drone recording and a conventional news recording and the cause of the difference |
EEG: Electroencephalogram; EMG: Electromyography; EOG: Electrooculography; fMRI: Functional magnetic resonance imaging; fNIRS: Functional near-infrared spectroscopy.
The articles within this percentile can be classified into three different categories: audience response studies, methodology improvement studies, and literature reviews. Audience response studies [ 45 , 46 , 47 , 48 , 49 , 50 , 51 , 52 ] explore the impact of marketing campaign pieces on the consumer decision-making process and examine consumer responses and preferences. These studies are applied to many consumer industries and specific markets, such as the coffee industry and hotel industry, and are applied to specific marketing functions, such as corporate communication and brand image.
Methodology improvement studies [ 1 , 53 , 54 , 55 , 56 , 57 , 58 ] propose methods for enhancing the accuracy of object recognition and classification by combining neuromarketing techniques with traditional marketing research methods. These studies are applied to specific goals of neuromarketing methods, such as emotional face retrieval and facial expression recognition. Others focus on certain consumer decision scenarios and situations, such as grocery shopping in supermarkets. Others focus on the media through which information is conveyed, such as audio, video, or still images. Finally, literature review articles [ 59 , 60 ] explore EEG applications in research, consumer privacy concerns, and the regulatory environment.
The present study aimed to examine the global performance of neuromarketing studies. To address this general goal, five specific objectives were adopted:
To achieve these objectives, scientific production on neuromarketing was mapped through a mixed-method bibliographic approach.
Regarding the first objective, 318 papers containing the word “neuromarketing” were published in the Scopus database between 2010 and 2020. In terms of leading journals, the ranking is led by Frontiers in Neuroscience and Frontiers in Psychology, closely followed by Profesional de la Informacion. In terms of publications by country, Spain leads the ranking, followed by the United States, China, and Italy. These results are reflected in those on the leading universities, as the Complutense Madrid University leads the ranking with 21 articles, followed by Rome’s la Sapienza University, Italy and Zhejiang University, China.
Although Italy is only fourth in the country ranking, Italian researchers stand out in terms of individual productivity as well as collaboration. The first, third and fourth most productive researchers are Italian and work in Italian research centers. Accordingly, the global collaboration network on neuromarketing is dominated by two very prominent groups of Italian researchers.
Regarding the second objective, the number of introductory articles within the top ten papers in terms of citation demands attention, as it indicates that neuromarketing remains a developing topic. This is somewhat expected, given how recently the subject has come to prominence. Another popular research goal is predicting consumer behavior and preferences in different scenarios, which is line with the general goals of neuromarketing studies, that is, to better understand consumer preferences by gaining access to potentially unconscious neural and physiological responses [ 36 ]. In neuromarketing studies, this goal is pursued via the application of neuroscience technologies. The present study’s findings point to fMRI, EEG, skin conductance, and eye tracking as the most employed neuroscience technologies in neuromarketing studies.
Regarding the third specific objective, most prominent topics within the subject are connected to “Neuroscience” and have some degree of approximation with “Advertising”. The network of prominent topics provides an overview of the main neuroscience techniques and technologies used in these studies, namely, EEG/electroencephalography. Once again, this reflects the very nature of neuromarketing studies, which apply neuroscience techniques to understand and predict consumer behavior in response to certain stimuli. Naturally, a popular source of such stimuli (as these results corroborate) is advertising, especially television advertising, as the topic is highlighted in the network. Therefore, these studies have the potential to unveil the effectiveness of advertising techniques and generate good practices on how best to generate the expected response from consumers in specific industries.
The findings stemming from the fourth objective largely corroborate those of the third, as they show that over half of the scientific production on neuromarketing is clustered under the “Neuromarketing | Neurosciences | TV Commercial” Scival topic prominence, which is within the top 5% of all topics in the world in terms of views and citations. Therefore, this cluster, and consequently neuromarketing research in general, arouses high levels of research interest and has significant potential for funding.
Finally, the findings from objective five provide a list of the very best rated topics in terms of visibility and momentum. Articles within the top 1% percentile include audience response studies, methodology improvement studies, and literature reviews. Audience response studies make up the bulk of neuromarketing research. They employ the technologies highlighted in the network analysis to analyse and predict consumer reactions, especially to advertising, as well as to real-world consumption situations such as hotel stays and grocery shopping.
Methodology improvement studies attempt to refine the methods applied in the previous category, providing best practices on how to analyse consumer reactions and behaviour more precisely and reliably. Finally, literature review studies, as in any other area, summarise and systematise the state of the art on the topic. The highlighted role they play in the neuromarketing field is (analogous to introductory studies) indicative of the fact that the topic is developing quickly, which calls for constant updating of systematic reviews.
The present investigation consisted of a comprehensive bibliometric analysis of academic production on neuromarketing. To this end, in addition to traditional bibliometric indicators, SciVal Topic prominence was examined, which had not been carried out in previous neuromarketing reviews. Therefore, this study provides a more detailed understanding of the state of the art in this area as well as of trending and emerging topics and those with the highest potential for publication. For neuromarketing researchers, the present study reveals gaps in research as well as emerging subjects by identifying research topics that are growing, making it possible to identify future lines of research. This should be quite useful for researchers and research centers aiming to conduct investigatory projects in this area. Moreover, previous studies have shown that research impact and topic prominence are positively related to the proportion of financed research projects within a topic. Therefore, the findings of the present study are particularly useful for researchers seeking financing for such projects.
The present research provides a contribution for future bibliometric studies. It shows that the method proposed by Cardoso et. al. [ 10 ] to map a country’s research performance in a certain area of research—in that case, Switzerland, and Tourism and Hospitality—can be employed to map the worldwide scientific production in each area. Therefore, future studies are encouraged to employ this method, and particularly the novel measure used here (i.e., SciVal Topic prominence analysis), in order to assess research production in other areas and to update the state of the art on neuromarketing in the future.
Regarding future bibliographic studies on neuromarketing, the present research raises some questions that could be addressed by future works. In terms of worldwide collaboration, for instance, the present research highlights the clear domination of Italian research and research centres, although Italy is only fourth in the ranking of most productive countries. However, it was beyond the scope of this study to explore the reasons behind this phenomenon. In this context, future studies could further investigate these reasons, and determine whether research links aim to combine the expertise of researchers in each centre, the technologies owned by each institution, or whether they merely reflect the contact networks and academic histories of the involved researchers.
Conceptualization, L.C., A.A., M.-M.C. and G.G.F.d.A.; methodology, L.C.; software, L.C.; formal analysis, L.C. and M.-M.C.; investigation, L.C., A.A. and M.-M.C.; resources, L.C. and G.G.F.d.A.; data curation, L.C.; writing, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; writing—review and editing, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; visualization, L.C., A.A., M.-M.C., G.G.F.d.A., F.D. and L.M.; supervision, L.C.; project administration, L.C.; funding acquisition, L.C. and G.G.F.d.A. All authors have read and agreed to the published version of the manuscript.
This research was financed by national funds through the FCT-Foundation for Science and Technology, I.P., within the scope of the UIDB/04470/2020 project, Portugal, and under the Scientific Employment Stimulus-Institutional Call-[CEECINST/00051/2018].
The authors declare no conflict of interest.
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Public scrutiny of academic research continues to intensify, as evidenced by recent resignations of prominent university leaders, retractions of articles by leading scientists, and a proliferation of media coverage concerning research misconduct, which is most often defined as falsification or fabrication of research data, or plagiarism. Science bloggers have emerged as powerful contributors of allegations, with critical blog posts frequently triggering formal research misconduct proceedings. Physician-scientists are in the crosshairs of intensified enforcement with regard to their research publications, making more important the intricacies of research misconduct proceedings for all reported research, from bench science to data research to clinical trials. While a small number of misconduct cases dominate the media, physician-scientists and the public generally have little visibility into the thousands of research misconduct proceedings conducted each year at institutions across the US. This is by design, as federal regulations underpinning and dictating how institutions process allegations require confidentiality. However, the US Department of Health and Human Services’ Office of Research Integrity (ORI) has proposed substantial amendments to the regulations that, if adopted, would steer the entire process for reviewing allegations of misconduct into a more legalistic framework less familiar to physician-scientists than the peer review approach that the current regulations approximate.
Caron MM , Barnes M , Bierer BE. Proposed Increases in Government Authority Over Research Misconduct Proceedings. JAMA. Published online June 20, 2024. doi:10.1001/jama.2024.9244
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