Neuroscience research in consumer behavior: A review and future research agenda

Abstract

Consumer neuroscience is a growing field in both marketing and consumer behavior research. The number of articles published on the topic has increased exponentially in the last 15 years. However, there is still no compreenshive analysis of the literature highlighting the main constructs, trends and research gaps found in such a large collection of papers. Therefore, this paper provides a text mining (TM) analysis that clusters and systematizes the complex and dispersed information of 469 articles, using the correlated topic model algorithm (CTM). Results show that “consumer neuroscience”, “brand memory”, and “willingness to buy” are the most relevant topics in the field. This study also reveals that the literature has been focusing on ethical concerns as well as on controversial concerns in the use of consumer neuroscience techniques. We include a final section on future research questions and opportunities that emerged from the conducted research.