Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes

Ahmed H. Alsharif, Nor Zafir Md Salleh, Rohaizat Baharun, Alharthi Rami Hashem E, Aida Azlina Mansor, Javed Ali and Alhamzah F. Abbas
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Ahmed H. Alsharif: Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia
Nor Zafir Md Salleh: Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia
Rohaizat Baharun: Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia
Alharthi Rami Hashem E: Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia
Aida Azlina Mansor: Faculty of Business and Management, Universiti Teknologi MARA, Cawangan 42300, Selangor, Malaysia
Javed Ali: Department of Business Administration, Sukkur IBA University, Airport Road, Sindh 65200, Pakistan
Alhamzah F. Abbas: Azman Hashim International Business School, Universiti Teknologi Malaysia, Skudai 81310, Johor, Malaysia

Sustainability, 2021, vol. 13, issue 11, 1-25

Abstract: Despite the advancement in neuroimaging tools, studies about using neuroimaging tools to study the impact of advertising on brain regions and processes are scant and remain unclear in academic literature. In this article, we have followed a literature review methodology and a bibliometric analysis to select empirical and review papers that employed neuroimaging tools in advertising campaigns and to understand the global research trends in the neuromarketing domain. We extracted and analyzed sixty-three articles from the Web of Science database to answer our study questions. We found four common neuroimaging techniques employed in advertising research. We also found that the orbitofrontal cortex (OFC), the ventromedial prefrontal cortex, and the dorsolateral prefrontal cortex play a vital role in decision-making processes. The OFC is linked to positive valence, and the lateral OFC and left dorsal anterior insula related in negative valence. In addition, the thalamus and primary visual area associated with the bottom-up attention system, whereas the top-down attention system connected to the dorsolateral prefrontal cortex, parietal cortex, and primary visual areas. For memory, the hippocampus is responsible for generating and processing memories. We hope that this study provides valuable insights about the main brain regions and processes of interest for advertising.

Keywords: bibliometric analysis; neuromarketing; brain processes; advertising research; neuroimaging tools; WoS database (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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