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.
Highlights
Introduction published maps and institutional affilConcepts, techniques, and methods have remained unchanged for a long period in marketing research
Implication of the research findings for theory and practice: Theoretically, the current findings can be divided into three folds, as follows: Firstly, neuroimaging techniques such as functional magnetic resonance imaging (fMRI), EEG, MEG, and functional near-infrared spectroscopy (fNIRS) in assessing the neural correlate of decision-making, cognitive, and emotional processes can be beneficial in marketing research
It will help the marketers and scholar to identify the positive and negative elements in advertisements before putting it in the real-world, thereby, enhance the strengths and address the weakness, which lead to more effective advertising campaigns
Summary
Techniques, and methods have remained unchanged for a long period in marketing research. Marketing and advertising research relied on pen and paper for collecting data [1,2]. Academia and industrial environments have investigated how marketing research can benefit from integrating these techniques and methods to develop advertising campaigns [3]. In 2002, a novel approach emerged and the term “neuromarketing” was coined for the first time by Smidts [4] when he defined it as the application of neuroscience technology in marketing research. The Bright House company spread the neuromarketing concept widely by creating the functional magnetic resonance imaging (fMRI) department for marketing purposes [5,6]. Neuromarketing is a hybrid field that involves three main fields of neuroscience, psychology, and marketing [7]
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