This study provides a comprehensive bibliometric analysis of neuromarketing research, with a specific emphasis on EEG applications in understanding consumer behavior. The study examines global trends from 2016 to 2025 using data from the Scopus database and analytical tools such as VOS viewer and Bibliometrix. Based on co-authorship networks, citation impact, bibliographic coupling, keyword co-occurrence, and source co-citation patterns, 144 pertinent documents were examined. The results show a notable increase in publications after 2016, reaching a peak in 2022, and then showing a varying pattern in the years that followed. To provide insights into the intellectual and thematic evolution of the field, key contributors, influential publications, and emerging topics—like AI integration and biometric tools—are mapped. The findings point to a developing and multidisciplinary field of study that combines technology, psychology, marketing, and neuroscience to investigate how consumers make decisions. For future researchers hoping to advance neuromarketing using neurophysiological techniques, this work offers a fundamental understanding.
Neuromarketing, Bibliometric Analysis, Consumer Behavior, Neuroscience.
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