Neuromarketing: seu estado atual e perspectivas de pesquisa

Autores

  • Pedro Duque-Hurtado Profesor, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0003-4950-8262
  • Veronica Samboni-Rodriguez Estudiante, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0002-3697-6705
  • Mariana Castro-Garcia Estudiante, Facultad de Ciencias Administrativas, Económicas y Contables, Universidad Católica Luis Amigó, Manizales, Colombia. https://orcid.org/0000-0002-1949-3808
  • Luz Alexandra Montoya-Restrepo Profesor, Facultad de Minas, Universidad Nacional de Colombia, Medellin, Colombia. https://orcid.org/0000-0002-4896-1615
  • Ivan Alonso Montoya-Restrepo Profesor, Facultad de Ciencias Agrarias, Universidad Nacional de Colombia, Medellin, Colombia. https://orcid.org/0000-0003-0959-3466

DOI:

https://doi.org/10.18046/j.estger.2020.157.3890

Palavras-chave:

neuromarketing, neurociência do consumidor, comportamento do consumidor, mapeamento científico, bibliometria, revisão sistemática

Resumo

Este documento teve como objetivo realizar uma revisão da literatura para identificar a evolução e tendências de pesquisas na área de neuromarketing. Para isso, foi utilizada uma abordagem de mapeamento científico como ferramenta inovadora e adequada para desenvolver revisões sistemáticas de literatura, que integra bibliometria e análise de redes. Foi realizada uma exploração nos bancos de dados Web of Science e Scopus. Os registros obtidos permitiram a construção da rede dos documentos mais relevantes sobre o assunto, os quais foram categorizados em clássicos, estruturais e recentes. Esse processo permitiu a identificação de três perspectivas ou correntes de pesquisa. Além disso, evidenciou-se que o neuromarketing ainda é uma área imatura e incipiente com baixo grau de consenso teórico.

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Publicado

2020-11-19

Edição

Seção

Artigos de revisão

Como Citar

Neuromarketing: seu estado atual e perspectivas de pesquisa. (2020). Estudios Gerenciales, 36(157), 525-539. https://doi.org/10.18046/j.estger.2020.157.3890