The development of neuromarketing in the United States and France. Actors-networks, traces and controversies.

Summary Our research explores the development of neuromarketing in the United States and France in a comparative manner. We begin by analyzing the literature on neuromarketing. We use as a theoretical and methodological framework the Actor Network Theory (ANT) (in the wake of the work of Bruno Latour and Michel Callon). We show how "human and non-human" actors-networks, traces (publications) and controversies form the pillars of a new discipline such as neuromarketing. Our hybrid "qualitative-quantitative" approach allows us to build an applied methodology of ANT: bibliometric analysis (Publish Or Perish), text mining, clustering and semantic analysis of scientific literature and neuromarketing web. From these results, we build maps, in the form of network graphs (Gephi) that reveal the interrelations and associations between actors, traces and controversies around neuromarketing.