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Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes

Alsharif, Ahmed H. and Md. Salleh, Nor Zafir and Baharun, Rohaizat and Hashem E., Alharthi Rami and Mansor, Aida Azlina and Ali, Javed and Abbas, Alhamzah F. (2021) Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes. Sustainability (Switzerland), 13 (11). p. 6488. ISSN 2071-1050


Official URL: http://dx.doi.org/10.3390/su13116488


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.

Item Type:Article
Uncontrolled Keywords:Advertising research, Bibliometric analysis
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:International Business School
ID Code:95553
Deposited By: Widya Wahid
Deposited On:31 May 2022 12:46
Last Modified:31 May 2022 12:46

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