Neuromarketing research through the years: A bibliometric review of technological advancements and multisensory studies

The current study examines the changes in neuromarketing studies between 2015 and 2024, particularly in the context of new technologies incorporating multisensory interventions. It attempts to identify significant trends, influential texts, and topical developments that shape the field. A bibliometric method was employed to review 307 publications within the study's framework, using the Scopus database. Bookmarked by methods such as keyword co-occurrence, co-citation, cluster analysis, performance analysis, and science mapping techniques, these are implemented using programs like VOSviewer or Biblioshiny. The results show a significant increase in the number of neuromarketing studies, with notable works from Italy, Spain, and the USA. The literature has been utilizing neuroimaging instruments, artificial intelligence, and virtual reality in the quest to comprehend consumer behavior. Four main research clusters have arisen on consumer neuroscience, marketing innovation, ethical issues, and decision-making processes. The study concludes that the phenomenon of neuromarketing has been dynamic, interdisciplinary, and technologically paced, while also raising moral concerns. It points to the increased use of data-driven and immersive marketing solutions, which access the unconscious reactions of customers. These implications suggest that neuromarketing has the potential to elevate marketing by engaging in a personalized manner, while also conveying a message about responsible methods and ethical guidelines as the discipline expands in breadth and depth.