Neuromarketing: su estado actual y perspectivas de investigación
DOI:
https://doi.org/10.18046/j.estger.2020.157.3890Palabras clave:
neuromarketing, neurociencia del consumidor, comportamiento del consumidor, mapeo científico, bibliometría, revisión sistemáticaResumen
Este documento tuvo como objetivo llevar a cabo una revisión de la literatura para identificar la evolución y las tendencias de investigación en el área de neuromarketing. Para ello, se empleó un enfoque de mapeo científico como herramienta innovadora y apropiada para desarrollar revisiones sistemáticas de literatura, que integra la bibliometría y el análisis de redes. Se realizó una exploración de las bases de datos Web of Science y Scopus. Los registros obtenidos permitieron la construcción de la red de los documentos más relevantes en la materia, los cuales fueron categorizados en clásicos, estructurales y recientes. Este proceso permitió identificar tres perspectivas o corrientes de investigación. Además, se evidenció que el neuromarketing todavía es un área inmadura e incipiente con un bajo grado de consenso teórico.
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