Recuero López, ManuelRecuero Virto, Nuria2025-12-012025-12-012025-07-27Recuero López, M, , Recuero Virto, N. (2025). Knocking on the Doors of Perception: Neuroacoustics in Marketing and Tourism: A Comparative Systematic Literature Review and Bibliometric Analyses. Marketing and Branding Research, 12(1), 38-73https://doi.org/10.32038/mbr.2025.12.01.03https://hdl.handle.net/20.500.14352/128244This research is the first comprehensive analysis to thoroughly examine the emerging discipline of neuroacoustics in marketing and tourism marketing. Neuroacoustics combines neuroscience and acoustics to fully understand the effect of these signals on humans' behavior and decision-making processes. Employing two systematic literature reviews and bibliometric analyses, this study provides a comparative examination of the neuroacoustics discipline within the marketing and tourism marketing domains. By bridging the existing gaps, such as the recognition of neuroacoustics as a discipline, tracing its academic evolution, and identifying emerging trends, this research underscores the interdisciplinary nature of neuroacoustics and its relevance in shaping managerial capabilities and strategic decision-making processes.engAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/review articleopen access658.8SoundSonic brandingAcoustics signalsMusicSensory marketingMarketing5311.05 Marketing (Comercialización)