<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0123-5923</journal-id>
<journal-title><![CDATA[Estudios Gerenciales]]></journal-title>
<abbrev-journal-title><![CDATA[estud.gerenc.]]></abbrev-journal-title>
<issn>0123-5923</issn>
<publisher>
<publisher-name><![CDATA[Universidad Icesi]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0123-59232020000400525</article-id>
<article-id pub-id-type="doi">10.18046/j.estger.2020.157.3890</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Neuromarketing: Its current status and research perspectives]]></article-title>
<article-title xml:lang="es"><![CDATA[Neuromarketing: su estado actual y perspectivas de investigación]]></article-title>
<article-title xml:lang="pt"><![CDATA[Neuromarketing: seu estado atual e perspectivas de pesquisa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque-Hurtado]]></surname>
<given-names><![CDATA[Pedro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Samboni-Rodriguez]]></surname>
<given-names><![CDATA[Veronica]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castro-Garcia]]></surname>
<given-names><![CDATA[Mariana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Luz Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Ivan Alonso]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Luis Amigó Facultad de Ciencias Administrativas, Económicas y Contables ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica Luis Amigó Facultad de Ciencias Administrativas, Económicas y Contables ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Católica Luis Amigó Facultad de Ciencias Administrativas, Económicas y Contables ]]></institution>
<addr-line><![CDATA[Manizales ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Minas ]]></institution>
<addr-line><![CDATA[Medellin ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad Nacional de Colombia Facultad de Ciencias Agrarias ]]></institution>
<addr-line><![CDATA[Medellin ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2020</year>
</pub-date>
<volume>36</volume>
<numero>157</numero>
<fpage>525</fpage>
<lpage>539</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0123-59232020000400525&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0123-59232020000400525&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0123-59232020000400525&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This document aims to conduct a literature review in order to identify evolution and research trends in the area of neuromarketing. To achieve this objective, a science mapping approach was adopted. Science mapping is an innovative and appropriate tool used in systematic literature reviews by integrating bibliometrics and network analyses. In the case of this paper, an exploration of the Web of Science (WoS) and Scopus databases was carried out. The records obtained enabled the construction of the network of the most relevant documents in the field, which were categorized into &#8220;classical&#8221;, &#8220;structural&#8221;, and &#8220;recent&#8221;. This process allowed for the identification of three perspectives or research correlates. Additionally, it became evident that neuromarketing is still an immature and incipient area with a low degree of theoretical consensus. JEL classification: M31; M37]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este documento tuvo como objetivo llevar a cabo una revisión de la literatura para identificar la evolución y las tendencias de investigación en el área de neuromarketing. Para ello, se empleó un enfoque de mapeo científico como herramienta innovadora y apropiada para desarrollar revisiones sistemáticas de literatura, que integra la bibliometría y el análisis de redes. Se realizó una exploración de las bases de datos Web of Science y Scopus. Los registros obtenidos permitieron la construcción de la red de los documentos más relevantes en la materia, los cuales fueron categorizados en clásicos, estructurales y recientes. Este proceso permitió identificar tres perspectivas o corrientes de investigación. Además, se evidenció que el neuromarketing todavía es un área inmadura e incipiente con un bajo grado de consenso teórico.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este documento teve como objetivo realizar uma revisão da literatura para identificar a evolução e tendências de pesquisas na área de neuromarketing. Para isso, foi utilizada uma abordagem de mapeamento científico como ferramenta inovadora e adequada para desenvolver revisões sistemáticas de literatura, que integra bibliometria e análise de redes. Foi realizada uma exploração nos bancos de dados Web of Science e Scopus. Os registros obtidos permitiram a construção da rede dos documentos mais relevantes sobre o assunto, os quais foram categorizados em clássicos, estruturais e recentes. Esse processo permitiu a identificação de três perspectivas ou correntes de pesquisa. Além disso, evidenciou-se que o neuromarketing ainda é uma área imatura e incipiente com baixo grau de consenso teórico.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[neuromarketing]]></kwd>
<kwd lng="en"><![CDATA[consumer neuroscience]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[scientific mapping]]></kwd>
<kwd lng="en"><![CDATA[bibliometrics]]></kwd>
<kwd lng="en"><![CDATA[systematic review]]></kwd>
<kwd lng="es"><![CDATA[neuromarketing]]></kwd>
<kwd lng="es"><![CDATA[neurociencia del consumidor]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[mapeo científico]]></kwd>
<kwd lng="es"><![CDATA[bibliometría]]></kwd>
<kwd lng="es"><![CDATA[revisión sistemática]]></kwd>
<kwd lng="pt"><![CDATA[neuromarketing]]></kwd>
<kwd lng="pt"><![CDATA[neurociência do consumidor]]></kwd>
<kwd lng="pt"><![CDATA[comportamento do consumidor]]></kwd>
<kwd lng="pt"><![CDATA[mapeamento científico]]></kwd>
<kwd lng="pt"><![CDATA[bibliometria]]></kwd>
<kwd lng="pt"><![CDATA[revisão sistemática]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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