The study of branding and packaging from the neuromarketing perspective: a bibliometric review
DOI:
https://doi.org/10.17561/ree.n2.2022.6885Keywords:
consumer neuroscience, neuromarketing, branding, packaging, bibliometric researchAbstract
Branding and packaging are important instruments for companies that are seeking differentiation.
The limitations of traditional research techniques for analyzing unconscious consumer
decisions have encouraged the use of neuroscience tools. The objective of this article is to
carry out a bibliometric study in this field and its research trends. The Web of Science search
platform was used to evaluate scientific production by descriptively analyzing its evolution, and by using the VOSviewer 1.6.17 tool, there was carried out an analysis of nodal networks
to study the thematic areas and research trends. The field of study is in a phase of exponential
growth and with a high rate of international collaboration. The data filtering process concluded
with 258 records whose analysis of nodal networks provided five major thematic areas of
interest: “Neuromarketing”, “Neuromanagement”, “Cognitive Neuroscience”, “Consumer
Neuroscience”, “Neuroeconomics”. The results confirm a high fragmentation of the literature,
consistent with its multidisciplinary origin. The definition of thematic subfields, branding through
packaging, will provide researchers and professionals a solid and more precise framework for
their future research from the field of consumer neuroscience.
Downloads
References
Alsharif, A. H., Salleh, N. Z., Baharun, R., Alsharif, Y. H., & Abuhassna, H. (2021). A Bibliometric Analysis of Neuromarketing: Current Status, Development, and Future Directions. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(3) , 670–689. https://doi:10.6007/IJARAFMS/v11-i3/11292
Ariely, D., & Berns, G. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nat Rev Neurosci 11, 284–292 . https://doi.org/10.1038/nrn2795
Baños González, M., & Rodríguez García, T. (2012). Imagen de marca y product placement. Abril ESIC.
Bartoli, A., & Medvet, E. (2014). Bibliometric evaluation of researchers in the internet age. Inf. Soc. 30, 349–354. https://doi.org/10.1080/01972243.2014.944731
Broadus, R. (1987). Toward a definition of “bibliometrics”. Scientometrics 12, 373–379. Retrieved on November 15, 2021, from https://link.springer.com/article/10.1007%2FBF02016680
Casado-Aranda, L., Van-der-Laan, L., & Sanchez-helechoandez, J. (2018). Correlaciones
neuronales de la congruencia de género en comerciales audiovisuales para productos con enfoque de género: un estudio de FMRI. Tararear. Brain Mapp., 39, 4360–4372. https://doi:10.1002/hbm.24276
Casado-Aranda, L.-A., & Sanchez-Fernandez, J. (2022). Advances in neuroscience and marketing: analyzing tool possibilities and research opportunities. Spanish Journal of Marketing - ESIC, Vol. ahead-of-print (No. ahead-of-print). https://doi.org/10.1108/SJME-10-2021-0196
Cenizo, C. (2022). Neuromarketing: concept, historical evolution and challenges. ICONO 14, Revista de comunicación y tecnologías emergentes, 20(1). DOI: https://doi.org/10.7195/ri14.v20i1.1784
Cerantola, N. (2016). El envase como elemento de marketing. Ecoembes. IED Madrid. Retrieved on November 15, 2021, from https://www.ecoembes.com/es/sites/default/files/archivos_publicaciones_empresas/el-envase-como-elemento-de-marketing.pdf
Da Silva, S., Perlin, M., Matsushita, R., Santos, A., Imasato, T., & Borenstein, D. (2019). Lotka’s law for the Brazilian scientific output published in journals. J Inf Sci., 45, 705-09. https://doi.org/10.1177/0165551518801813
Daugherty, T., Hoffman, E., & Kennedy, K. (2016). Investigación a la inversa: Pruebas de anuncios utilizando un enfoque de neurociencia inductiva del consumidor. J. Bus. Res. 69, 3168–3176. Retrieved on November 20, 2021, from https://doi.org/10.1016/j.jbusres.2015.12.005
Droulers, O., & Roullet, B. (2007). Émergence du neuromarketing: apports et perspectives pour les praticiens et les chercheurs. Décisions Marketing , Vol. 46. https://www.jstor.org/stable/40593111
Esch, F., Moell, T., Schmitt, B., Elger, C., Neuhaus, C., & Weber, B. (2012). Brands on the brain: Do consumers use declarative information or experienced emotions to evaluate brands? Journal of Consumer Psychology, 22(1), 75–85. https://doi.org/10.1016/j.jcps.2010.08.004
García Palomo, J. P. (2014). Neuromarketing: cuando el doctor Jekyll descubrió a Mr. Hyde. Madrid: RA-MA.
Gaviria-Marín, M., Merigo, J., & Baier-Fuentes, H. (2019). Knowledge management: a global examination based on bibliometric analysis. Technol. Forecast. Soc. Change, 140, 194–220. https://doi.org/10.1016/j.techfore.2018.07.006
Genco, S., Pohlmann, A., & Steidl, P. (2013). Neuromarketing for Dummies. New Jersey: Wiley.
Gobé, M. (2001). Branding Emocional. El nuevo paradigma para conectar las marcas emocionalmente con las personas. Barcelona: Divine egg publicaciones.
Gómez Carmona, D., Marín Dueñas, P., & Serrano Domínguez, C. (2021). "Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads". Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1648-1666. doi:available at: https://doi.org/10.3390/jtaer16050093
Gregorio-Chaviano, O., Limaymanta, C., & López-Mesa, E. (2020;). Análisis bibliométrico de la producción científica latinoamericana sobre COVID-19. Biomédica, 40 (Supl.2), 104-15. https://doi.org/10.7705/biomedica.5571
Harris, J. M., Ciorciari, J., & Gountas, J. (2018). Consumer neuroscience for marketing researchers. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.1710
Hubert, M., & Kennig, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behavior, 7 (4-5), 272-292. https://doi.org/10.1002/cb.251
Hurley, R., Ouzts, A., Fischer, J., & Gomes, T. (2013). Effects of private and public label packaging on consumer purchase patterns. Packaging Technology and Science, Vol. 26 No. 7, 399-412. https://doi.org/10.1002/pts.2012
Itti, L., & Koch, C. (2001). Computational modelling of visual attention. Nature reviews neuroscience, 2(3), 194-203. https://doi.org/10.1038/35058500
Junghöfer, M. K. (2010). A fast neural signature of motivated attention to consumer goods separates the sexes. Frontiers in Human Neuroscience, 4, 179. https://doi:10.3389/fnhum.2010.00179
Karmarkar, U., & Plassmann, H. (2019). Consumer Neuroscience: Past, Present, and Future. Organizational Research Methods., 22(1), 174-195. Https://doi:10.1177/1094428117730598
Kotler, P. (2016). Brand purpose to beneficence. Marketing Journal. Retrieved on November 17, 2021, from https://www.marketingjournal.org/brand-purpose-to-beneficence-philip-kotler/
Lee, N., Chamberlain, L., & Brandes, L. (2018). Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4–38. https://doi.org/10.1108/EJM-02-2017-0122
Llamas, E. (2013). La naturaleza estratégica del proceso de branding. Centro de Estudios en Diseño y Comunicación. Retrieved on October 31, 2021, from Dialnet-LaNaturalezaEstrategicaDelProcesoDeBranding-4200846 (1).pdf
Malfitano, O., Arteaga, R. R., & Romano, S.E. (2007). Neuromarketing celebrando negocios y servicios. Buenos Aires: Ediciones Granica.
Martín-Martín, A., Orduna-Malea, E., Thelwall, M., & E., D. L.-C. (2018). Google Scholar, Web of Science, and Scopus: A systematic comparison of citations in 252 subject categories. Journal of Informetrics, 12(4), 1160-1177. https://doi.org/10.1016/j.joi.2018.09.002
Milosavljevic, M., Koch, C., & Rangel, A. (2011a). Consumers can make decisions in as little as a third of a second. Judgment and Decision Making, 6(6), 520–530. Retrieved on October 31, 2021, from http://journal.sjdm.org/11/10420a/jdm10420a.pdf
Milosavljevic, M., Navalpakkam, V., Koch, C., & Rangel, A. (2011b). Relative visual saliency differences induce sizable bias in consumer choice. Journal of Consumer Psychology, 22(1), 67-74. https://doi.org/10.1016/j.jcps.2011.10.002
Nobel, C. (2011). Clay Christensen’s milkshake marketing. Harvard Business School working knowledge, February 14. Retrieved on October 31, 2021, from https://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing
Otamendi, F., & Sutil Martín, D. (2020). The Emotional Effectiveness of Advertisement. Frontiers oin Psychology. https://doi.org/10.3389/fpsyg.2020.02088
Perianes-Rodríguez, A., Waltman, L., & Van Eck, N. (2016). Constructing bibliometric networks: A comparison between full and fractional counting. J Informetr. 10, 1178-95. https://doi.org/10.1016/j.joi.2016.10.006
Plassmann, H., Ramsøy, T., & Milosavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 18-36. https://doi:10.1016/j.jcps.2011.11.010
Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Aplicaciones, retos y posibles soluciones. Journal of Marketing Research, 52(4), 427-435. https://doi.org/10.1509/jmr.14.0048
Price, D. (1963). Little science, big science. New York: Columbia University Press.
Ramsoy, T. Z. (2015). Introduction to Neuromarketing & Consumer Neuroscience. Taastrup:Neurons Inc ApS.
Ramsoy, T. A (2019). Foundation for Consumer Neuroscience and Neuromarketing. J. Advert. Res. Work 2019, 1–32. https://doi:10.13140/RG.2.2.12244.45446
Razak, A. (2020). ¿Qué es y para qué sirve el branding? Retrieved on October 16, 2021, from: https://www.branfluence.com/que-es-branding/
Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431-441. https://doi.org/10.1016/j.jcps.2010.06.009
Reimann, M., Schilke, O., Weber, B., Neuhaus, C., & Zaichkowsky, J. (2011). Functional magnetic resonance imaging in consumer research: A review and application. Psychology and Marketing, 28(6), 608–637. https://doi.org/10.1002/mar.20403
Retamosa Ferreiro, M., Gómez Borja, M. Á., & Millán Campos, Á. (2021). ¡Pide mi vino!: análisis con eye tracking del etiquetado de botellas de vino en una feria nacional del vino. Vivat Academia. Revista de Comunicación, 154, 213-226. https://doi.org/10.15178/va.2021.154.e1344
Romero, J. (2016). La influencia del Neuromarketing en el Packaging. Puro Marketing. Retrieved on October 31, 2021, from https://neuromarketing.la/2016/01/neuromarketing-packaging/
Sánchez-Fernández, J., Casado-Aranda, L.-A., & Bastidas-Manzano, A.-B. (2021). Consumer Neuroscience Techniques in Advertising Research: A Bibliometric Citation Analysis. Sustainability, 13(3), 1589. https://doi.org/10.3390/su13031589
Santos, J. P., Seixas, D., Brandao, S., & Moutinho, L. (2011). Investigating the role of the ventromedial prefrontal cortex in the assessment of brands. Frontiers in Neuroscience, 5:77(1), 1–8. https://doi/10.3389/fnins.2011.00077
Schneider, J., & Hall, J. (2011). Why most product launches fail. Harvard Business Review, 89(4), 21–23. Retrieved On October 31, 2021, from https://hbr.org/2011/04/why-most-product-launches-fail
Smidts, A. (8 de diciembre de 2002). Kijken in Het Brein: Over De Mogelijkheden Van Neuromarketin. Obtenido de SSRN.com: https://papers.ssrn.com/Sol3/papers.cfm?abstract_id=1098540
Solnais, C., Andreu-Perez, J., Sánchez-Fernández, J., & Andréu-Abela, J. (2013). The Contribution of Neuroscience to Consumer Research: A Conceptual Framework and Empirical Review. Journal of Economic Psychology, 36, 68–81. https://doi.org/10.1016/j.joep.2013.02.011
Spence, C.; Velasco, C.; Petit, O. (2019). The Consumer Neuroscience of Packaging. In Multisensory Packaging. Eds.; Palgrave Macmillan: Cham, Switzerland, 2019; pp.319–347. https://doi.org/10.1007/978-3-319-94977-2_12
Suarez, G. (2009, 07 06). “Qué es el packaging” Diseño, Marketing, Publicidad. Código Visual. Retrieved on October 31, 2021, from https://codigovisual.wordpress.com/2009/07/06/que-es-el-packaging/
Van Eck, N., & Waltman, L. (2020). VOSviewer Manual 1.6.14. Univeriteit Leiden.
Walla, P., Brenner, G., & Koller, M. (2011). Objective measures of emotion related to brand attitude: A new way to quantify emotion-related aspects relevant to marketing. Plos one, 6(11), 1-7. http://dx.doi.org/10.1371/journ
Wästlund, E., Shams, P., Löfgren, M., Witell, L., & Gustafsson, A. (2009). Consumer perception at the point of-purchase: evaluating proposed package designs in the eye-tracking lab. Perception, 5, 1–18.
Zhu, J., & Liu, W. (2020). A tale of two databases: The use of Web of Science and Scopus in academic papers. Retrieved October 11, 2021, from https://arxiv.org/abs/2002.02608
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Universidad de Jaén
This work is licensed under a Creative Commons Attribution 4.0 International License.
- Authors maintain the copyright, but they guarantee the journal its right for publication, that is under Creative Commons Licence, permitting others share the work, whereas clearly indicating the author and the first publication of the journal.
- Authors could adopt non-exclusive licence agreements for delivering the published version, whereas clearly indicating the first publishing in Revista de Estudios Empresariales. Second Era.
- Authors are encouraged to spread their works through Internet before and during the sending process, in order to make interesting scientific discussions that could increase the cites of the published work (Open Citation Project).
Revista de Estudios Empresariales. Second Era, uses PKP Preservation Network (PN).
