Recuero Virto, NuriaRecuero López, Manuel2025-07-102025-07-102025-06Recuero Virto, Nuria, & Recuero López, Manuel. (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), 39-73.https://hdl.handle.net/20.500.14352/122397This research is the first comprehensive analysis that thoroughly examines the emerging discipline of neuroacoustics in marketing and marketing tourism. Neuroacosutics combines neuroscience and acoustics to fully understand the effect of these signals on humans’ behaviour and decision-making processes. Employing two systematic literature reviews and bibliometric analyses, this study explains neuroacoustics discipline in a comparative examination within marketing and marketing tourism 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.engjournal articlehttps://www.eurokd.com/journal/jd/22open access658.8SoundSonic BrandingAcoustic SignalsMusicSensory MarketingMarketing5312.90 Economía Sectorial: Turismo