Bibliometric and Patent Analysis Study in Neuromarketing
Fitri Aprilianty(1*)- Yoshiyuki Matsuura(2)- Eko Agus Prasetio(1)- Hasbian Fauzy Perdhana(3)

1. School of Business and Management, Bandung Institute of Technology
2. Graduate School of Innovation and Management of Technology, Yamaguchi University
3. School of Electrical Engineering and Informatics, Bandung Institute of Technology

Abstract

Neuroscience has informed the marketing science in meaningful ways and the interaction between both of these sciences has helped in generating deeper insights into the consumer behavior. This has led to the emergence of a new field of study, termed as neuromarketing. Thus, the success of this neuromarketing innovation in marketing is the basis for company to maintain sustainable advantages when they confront with rapid or incremental technological changes. However, few studies have paid attention to this neuromarketing innovation evolution. Hence, reviewing the building blocks of Neuromarketing innovation is essential to evaluate its scopes and capacities, and to contribute new perspective in this field. Numerous literature reviews have been published focusing the theoretical aspect of neuromarketing. This study aims to develop a big picture by combining available literature and patent information for identification and mapping of new invention in neuromarketing in this field to become guidelines for future studies and will allow us to gain a comprehensive knowledge on the up-to-date research scopes and techniques innovation in neuromarketing. This study is considered as a merit paper in neuromarketing bibliometric analysis by incorporating Scopus and Derwent innovation index (DII) database. This study introduces the readers to this emerging field in marketing literature and practice. It gives an overview of the applications of neuroscience in addressing marketing and consumer behavior research. The article then discusses the role which neuromarketing and consumer neuroscience is expected to play in shaping the future marketing practices which are likely to advance this field in turn enhancing the rigor of the neuromarketing studies.

Keywords: Neuromarketing- Patent Analysis- Bibliometric analysis-Consumer Behaviour

Topic: Marketing Management