There is currently a growing interest in a deeper understanding of consumer behaviour. In this context, the union of different disciplines such as neuroscience and marketing has given birth to new fields of knowledge, e.g. neuromarketing. This study is mainly aimed at carrying out a systematic revision of the literature on neuromarketing from a holistic point of view, analysing its definition and processes, as well as more specific aspects such as its ethics and applications. Based on the results of our review, following a combined methodology with a base dictionary and text mining, our study presents both the current lines of research and the future lines of work.

中文翻译：

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使用内容分析的神经营销研究综述：关键方法和新途径

目前，人们越来越有兴趣深入了解消费者行为。在这种情况下，神经科学和市场营销等不同学科的结合催生了新的知识领域，例如神经营销学。本研究主要旨在从整体的角度对神经营销学的文献进行系统的梳理，分析其定义和过程，以及更具体的伦理学和应用等方面。根据我们的审查结果，采用基础词典和文本挖掘相结合的方法，我们的研究展示了当前的研究方向和未来的工作方向。