Bibliometric analysis of thesis studies in the field of neuromarketing (2012-2022)

Neuromarketing, which is used for scientific research on consumer behavior, is a method that seeks an alternative to traditional techniques. The aim of the research is the place of neuromarketing in the literatüre and is to examine the theses written in the field of neuromarketing in Turkey with bibliometric analysis and to reveal the current situation in the studies carried out in the field of neuromarketing in universities. For this purpose, 134 theses written on the subject in our country were examined. Obtained data were digitized by bibliometric analysis. As a result of the analysis, the most of the theses written in the field of neuromarketing were completed in 2019, the interest in this field has gradually decreased over the years, and most of the theses are in Turkish and master's thesis. Üsküdar University was the university where the most theses were written, and the most used method was EEG and Eye tracking.