Exploring application of neuromarketing in advertising effectiveness: a bibliometric and TCCM-based approach

Purpose The study was devise to summarizees the underlying theories and concepts in the context of probing effective advertising through neuromarketing. Design/methodology/approach The given review has applied a bibliometric analysis to conduct performance and science mapping. We adopted Theory, Context, Character and Methodology (TCCM) approach for conducting systematic literature review. Findings The study found that emotion theory was mostly implemented for the related research. The researchers used emotion induced stimuli for measuring responses preferably through electroencephalogram (EEG), galvanic skin response (GSR) and eye tracking (ET). Experimental studies provided more insightful results, despite conducting research on few participants. Research limitations/implications Future researchers are advised to perform interdisciplinary research pertaining to the neuroscience and psychology. Originality/value The paper provides a thorough understanding of the theories, constructs and methodologies appropriate for conducting experimental neuromarketing research. The existing review papers lack to perform review on TCCM approach in the context of neuromarketing in advertising.