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Analysis of institutional authors

Cenizo, CoralCorresponding Author

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March 13, 2025
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A Neuromarketing Approach to Consumer Behavior on Web Platforms

Publicated to:International Journal Of Consumer Studies. 49 (2): e70034- - 2025-03-01 49(2), DOI: 10.1111/ijcs.70034

Authors: Cenizo, Coral

Affiliations

CEU Univ, Univ San Pablo CEU, Sch Econ & Business, Dept Business Econ, Madrid, Spain - Author

Abstract

In recent years, neuromarketing has gained prominence as a strategic research tool. However, despite the proliferation of studies leveraging neuroscience to analyze cognitive and emotional processes, advancements in this field within the website environment remain fragmented, revealing a significant scientific gap. The primary objective of this study is to conduct a systematic literature review (SLR) to consolidate knowledge on the application of neuromarketing in analyzing consumer behavior on web platforms. To achieve this, the SPAR-4-SLR protocol and the TCCM framework were employed to analyze studies retrieved from Web of Science and Scopus, enabling the identification of key advancements and research gaps in this area. The findings indicate that neuromarketing techniques, such as eye tracking and brain activity analysis, have shown great potential for optimizing web interface design and enhancing user experience. However, the research also highlights critical shortcomings in areas such as the integration of emotional and cognitive factors, consideration of multicultural variables, and the inclusion of users with disabilities. These limitations underscore the need for multidimensional approaches that account for both conscious and subconscious user responses to visual and navigational stimuli. Given the growing importance of neuroscientific techniques in studying consumer behavior, this study addresses a critical gap in the literature and provides new insights for both academic research and business practice.

Keywords

AgendAttentionBibliometric analysisCommunicationConsumer behaviourDecisionNeuromarketingOnlineSpar-4-slrSystematic literature reviewTcm frameworkTrendsUser experienceWebsitWebsite

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal International Journal Of Consumer Studies due to its progression and the good impact it has achieved in recent years, according to the agency WoS (JCR), it has become a reference in its field. In the year of publication of the work, 2025, it was in position 28/316, thus managing to position itself as a Q1 (Primer Cuartil), in the category Business. Notably, the journal is positioned above the 90th percentile.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-09-04:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 12 (PlumX).

Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Cenizo Ruiz-Bravo, Coral) and Last Author (Cenizo Ruiz-Bravo, Coral).

the author responsible for correspondence tasks has been Cenizo Ruiz-Bravo, Coral.