Exploring the Path of Biomedical Technology in Consumer Neuroscience Research: A Comprehensive Bibliometric Analysis

Abstract

This study performs a comprehensive bibliometric analysis of biomedical (i.e., non-brain) technology such as eye-tracking (ET), electromyography (EMG), galvanic skin response (GSR), implicit association test (IAT), and electrocardiogram (ECG) tools in studying consumer’ behavior. To achieve this aim, we adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol and bibliometric analysis (VOSviewer software) for extracting the relevant documents from the Web of Science (WOS) database between 2013 and June 2023. A total of 58 documents (fifty-one articles and seven review articles) were included in the analysis. The results showed an increasing trend in publications over the years—the top countries in terms of publication outcome were Spain (13 papers) and the USA (10 papers). The analysis also identified the most influential authors, such as Babiloni, F. and Cherubino, P. It was further analyzed for the most cited article, which is titled “Neurophysiological Tools to Investigate Consumer’s Gender Differences during the Observation of TV Commercials”, and keywords related to neuromarketing and non-brain tools. Additionally, Frontiers in Psychology was determined as the most-productive journal. This bibliometric analysis reveals insights into the current state of non-brain tools research. It also provides insights into future research directions in the consumer neuroscience field. This study will provide general insights and details about current trends in consumer neuroscience research using biomedical technology.