Title: Demystifying neuromarketing: a bibliometric review and future research agenda

Authors: Arabinda Bhandari

Addresses: Lincoln University, Kelantan, Malaysia; Sarala Birla University, Ranchi, India

Abstract: Neuromarketing has received much more attention in understanding consumer behaviour for long. However, the field has been divergent and fragmented. Therefore, this article aims to conduct a comprehensive review of existing literature to understand the integrated picture of this field. This study employs a systematic literature review and bibliometric analysis for reviewing the existing published articles. Systematic literature review helps to understand the breadth and bibliometric analysis helps to understand the development of the field. Based on 746 Scopus-indexed articles since 2005, it emphasised an updated classification of neuromarketing tools, identified different clusters, and showed its year-wise, theme-wise research progression. The study also analyses the mostly used theory-context-characteristic-methodology based on (TCCM) framework to explore the present scenario and to give future research directions in neuromarketing research.

Keywords: neuromarketing; neuromarketing tools; literature review; bibliometric analysis; consumer behaviour; TCCM framework.

DOI: 10.1504/IJIMA.2026.153955

International Journal of Internet Marketing and Advertising, 2026 Vol.24 No.4, pp.416 - 450

Received: 30 Oct 2023
Accepted: 07 Mar 2024
Published online: 09 Jun 2026 *

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