Neuromarketing y las preferencias del consumidor desde web of science: Análisis bibliométrico

Neuromarketing has gained relevance as a tool for understanding consumer behavior and preferences. This article examines the scientific production related to neuromarketing and consumer preferences through a bibliometric analysis of 554 records retrieved from the Web of Science database. Using R-Studio and bibliometrix v.4.1.4, most cited papers, frequent keywords and scientific impact metrics were examined. In addition, co-citation networks and thematic groupings were explored. The results highlight factors such as absolute and relative impact of neuromarketing studies, evidencing a bibliometric approach that connects science, innovation and strategic management. Keywords evolve around terms such as “cognition”, ‘emotion’ and “decision making”, reflecting a growth in the interdisciplinarity of the field. Cocitation networks reveal crucial nodes and patterns, providing a comprehensive view of research trends and priorities in neuromarketing.