Analysis of the Scientific Production of Neuromarketing: Prospects for Cuba
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Published:
Apr 5, 2021
Keywords:
neuromarketing; bibliometrics; consumer behavior; neuroimaging techniques; Cuba
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Abstract
It was developed a bibliometric analysis about the scientific production on neuromarketing published in the databases of Web of Science, Scielo, Science Direct and Scopus. The study was aimed to know the most outstanding trends in the sector and the prospects for development in Cuba. The incorporation of the fundamentals of neuroscience into traditional marketing has achieved a new paradigm for modern research, through the analysis of the consumer's subconscious and the psychological processes that impact on his purchase decision. 65 sample units were used, through probabilistic sampling for finite populations, analyzed with the COMPAPROP system (Comparison of Multiple Proportions). It was determined that the vast majority of scientific articles correspond to Colombia and the United States, not the case of Cuba, where the bibliography on the subject is still scarce. The variables most addressed were the analysis of consumer behavior during the purchase process, neuroimaging techniques, ethics and mental processes associated with attention, emotion and memory. It was also identified that neuromarketing provides considerable benefits in applied areas such as Economics, business and Social Sciences.
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Méndez Lazo, S. R., Vázquez Alfonso, Y., & Lazo del Vallín, S. (2021). Analysis of the Scientific Production of Neuromarketing: Prospects for Cuba. Visionario Digital, 5(2), 119-136. https://doi.org/10.33262/visionariodigital.v5i2.1687
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References
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Tosun, C., Ozdemir, S., & Cubuk, F. (2016). Usage of Neurotourism Methods in Hotel Preferences of the Consumers. WEI International Academic Conference Proceedings, (págs. 19-26).
Victoria, J., Arjona, J., & Repiso, R. (2015). El Paradigma del Neuromarketing a la Luz de su Producción Científica. Revista Venezolana de Información, Tecnología y Conocimiento, ISSN: 1690-7515, 12 (2), 26-40.
Ariel, D., & Berns, G. S. (2010). Neuromarketing. The Hope and Hype of Neuroimaging in Business, doi:10.1038/nrn2795. Nature Reviews Neuroscience , 11 (4), 284-292.
Augusto, L., Evange, E., & Aguero, F. (2019). Neuromarketing: an Essay on its Relevance to Marketing Activities. FACEF Pesquisa: Desenvolvimiento y Gestión, eISSN 2316-3402, 22 (3), 367-382.
Avendaño, W. (2013). A Case Study for the Analysis of Visual Neuromarketing in Plaza Ventura (Cucuta-Colombia). Cuadernos de Administración. Universidad del Valle, eISSN: 2256-5078, 29 (49), 17-27.
Braidot, N. (2012). Neuromarketing aplicado. Nueva Plataforma para la Nueva Generación de Profesionales y Empresas. Brain Decision (30).
Caicedo, V. (2021). Análisis bibliométrico de la investigación en neuromarketing en la publicidad durante el 2009 y el 2020 en la base de datos de Scopus. Trabajo de diploma, Universidad Autónoma de Occidente, Facultad de humanidades y Artes, Santiago de Cali.
Castillo, Y., & Miranda, I. (2014). COMPAPROP: Sistema para Comparación de Proporciones Múltiples. Revista de Protección Vegetal, ISSN: 1010-2752, 29 (3), 231-234.
Constantinescu, Mihaela et al. (2019). Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth, doi:10.3390/su11247094. Sustainability , 11 (7094), 21.
Ćosić, D. (2016). Neuromarketing in Market Research, doi: 10.7906/indecs.14.2.3. Interdisciplinary Description of Complex Systems , 14 (2), 139-147.
de Oliveira, J., & Giraldi, J. (2017). What is Neuromarketing? A Proposal for a Broader and more Accurate Definition. Global Business and Management Research: An International Journal, 9 (2), 19-29.
Djamasbi, S. et al. (2010). Generation Y, Web Design and Eye Tracking, doi:10.1016/j.ijhcs.2009.12.006. International journal of human-computer studies , 68 (5), 307-323.
Fajardo Egües, Y. (2016). Bibliometric study of the Cuban Journal of Hygiene and Epidemiology during the period 1995-2014. Bachelor Thesis, Universidad Central “Marta Abreu” de Las Villas, Faculty of Mathematic Physic and Computer Sciences, Las Villas.
Javor, A. et al. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology.
Koc, E., & Boz, H. (2014). Psychoneurobiochemistry of Tourism Marketing, doi:10.1016/j.tourman.2014.03.002. Tourism Management , 44, 140-148.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: technology for humanity, ISBN 9781119668572. New Jersey: Wiley.
Lee, N., Broderick, A., & Chamberlain, L. (2006). What´s Neuromarketing? A Discussion and Agenda for Future Research. International Review of Physicophysiology, 63, 199-204.
Lindstrom, M. (2011). Brandwashed: el lavado de cerebro de las marcas. Bogotá: Norma.
Ma, Q. et al. (2014). Applying neuroscience to tourism management: a primary exploration of neurotorurism.
MacLean, P. (1990). The triune brain in evolution: role in paleocerebral functions.New York: Plenum.
Malfitano, C., & Arteaga, R. R. (2009). Cerebreando negocios y servicios. Argentina: Ediciones Granica.
Murphy, E., Illes, J., & Reiner, P. (2008). Neuroethics of neuromarketing. Journal of Consumer Behavior (7), 293-302.
Nonone, E., & Regalado, M. (2019). El neuroturismo y su relación con el turismo accesible como una propuesta para la ciudad de Lima. Tesis Doctoral en Turismo, Escuela Profesional de Turismo y Hotelería. Universidad de San Martín de Porres, Facultad de Ciencias de la Comunicación, Turismo y Psicología, Lima.
Pineda, A. B. (2018). Importancia del neuromarketing en la publicidad para Redes Sociales. Tesis de Maestría, Universidad de Ciencias Aplicadas y Ambientales , Facultad de Ciencias Ambientales e Ingenierías, Bogotá.
Ranisav, B., & Branislav, N. (2019). Sensory Branding in Tourism Promotion, Journal of Social Sciences and Humanities, eISSN: 2381-7771, 5 (2), 65-69.
Rodríguez, V., & Pereira, J. (2014). Análisis del Neuromarketing para incrementar la satisfacción del cliente en el sector turismo en Colombia. Especialización en Mercadeo de Servicios, Universidad Militar Nueva Granada, Facultad de Ciencias Económicas, Bogotá.
Solomon, P. R. (2018). Neuromarketing: Applications, Challenges and Promises, doi: 10.26717/ BJSTR.2018.12.002230. Biomedical Journal of Scientific & Technical Research, ISSN: 2574-1241, 12 (2), 9135-9146.
Suárez-Lugo, N. (2020). Neuromarketing a Debate, Revista Cubana de Salud Pública, ISSN 1561-3127, 46 (3). Disponible en: http://scielo.sld.cu/pdf/rcsp/v46n3/1561-3127-rcsp-46-03-e1645.pdf
Tichindelean, M., & Cetina, I. (2019). Studying the User Experience in Online Banking Services: an Eye-tracking Application, doi: 10.2478/sbe-2019-0034. Studies in Business and Economics , 14 (2), 193-208.
Tosun, C., Ozdemir, S., & Cubuk, F. (2016). Usage of Neurotourism Methods in Hotel Preferences of the Consumers. WEI International Academic Conference Proceedings, (págs. 19-26).
Victoria, J., Arjona, J., & Repiso, R. (2015). El Paradigma del Neuromarketing a la Luz de su Producción Científica. Revista Venezolana de Información, Tecnología y Conocimiento, ISSN: 1690-7515, 12 (2), 26-40.