Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis Sánchez Fernández, Juan Casado Aranda, Luis Alberto Bastidas Manzano, Ana Belén Bibliometric research Consumer neuroscience Advertising Research Emerging trends Neuroimaging tools Consumer behavior Data Availability Statement: Data will be available on request. This research was funded by Fundación Ramón Areces, RARECES19-01 “Neuronline: La neurociencia como herramienta de comprensión de los efectos cognitivos y afectivos de las características del diseño web en la intención de compra online” (Luis-Alberto Casado-Aranda) and Junta de Andalucía, B-SEJ-220-UGR18 (Juan Sánchez-Fernández). The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring consumer response to advertising stimuli have necessitated more objective and accurate tools from the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction strategies). Due to its complex nature and continuous growth, this area of research calls for a clear understanding of its evolution, current scope, and potential domains in the field of advertising. Thus, this current research is among the first to apply a bibliometric approach to clarify the main research streams analyzing advertising persuasion using neuroimaging. Particularly, this paper combines a comprehensive review with performance analysis tools of 203 papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database. Our findings describe the research tools, journals, and themes that are worth considering in future research. The current study also provides an agenda for future research and therefore constitutes a starting point for advertising academics and professionals intending to use neuroimaging techniques. 2021-03-12T11:12:47Z 2021-03-12T11:12:47Z 2021-02-02 info:eu-repo/semantics/article Sánchez-Fernández, J.; Casado-Aranda, L.-A.; Bastidas- Manzano, A.-B. Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis. Sustainability 2021, 13, 1589. [https://doi.org/10.3390/su13031589] http://hdl.handle.net/10481/67151 10.3390/su13031589 eng http://creativecommons.org/licenses/by/3.0/es/ info:eu-repo/semantics/openAccess Atribución 3.0 España MDPI