Cover Image

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

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 t...

Full description

Saved in:
Bibliographic Details
Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Baharun, Rohaizat, Hashem E., Alharthi Rami, Mansor, Aida Azlina, Ali, Javed, Abbas, Alhamzah F.
Format: Article
Language:English
Published: MDPI AG 2021
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utm.my/id/eprint/95553/1/RohaizatBaharun2021_NeuroimagingTechniquesinAdvertisingResearch.pdf
http://eprints.utm.my/id/eprint/95553/
http://dx.doi.org/10.3390/su13116488
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.utm.95553
record_format eprints
spelling my.utm.955532022-05-31T12:46:20Z http://eprints.utm.my/id/eprint/95553/ Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes Alsharif, Ahmed H. Md. Salleh, Nor Zafir Baharun, Rohaizat Hashem E., Alharthi Rami Mansor, Aida Azlina Ali, Javed Abbas, Alhamzah F. H Social Sciences (General) 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. MDPI AG 2021 Article PeerReviewed application/pdf en http://eprints.utm.my/id/eprint/95553/1/RohaizatBaharun2021_NeuroimagingTechniquesinAdvertisingResearch.pdf 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 http://dx.doi.org/10.3390/su13116488
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Alsharif, Ahmed H.
Md. Salleh, Nor Zafir
Baharun, Rohaizat
Hashem E., Alharthi Rami
Mansor, Aida Azlina
Ali, Javed
Abbas, Alhamzah F.
Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
description 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.
format Article
author Alsharif, Ahmed H.
Md. Salleh, Nor Zafir
Baharun, Rohaizat
Hashem E., Alharthi Rami
Mansor, Aida Azlina
Ali, Javed
Abbas, Alhamzah F.
author_facet Alsharif, Ahmed H.
Md. Salleh, Nor Zafir
Baharun, Rohaizat
Hashem E., Alharthi Rami
Mansor, Aida Azlina
Ali, Javed
Abbas, Alhamzah F.
author_sort Alsharif, Ahmed H.
title Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
title_short Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
title_full Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
title_fullStr Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
title_full_unstemmed Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes
title_sort neuroimaging techniques in advertising research: main applications, development, and brain regions and processes
publisher MDPI AG
publishDate 2021
url http://eprints.utm.my/id/eprint/95553/1/RohaizatBaharun2021_NeuroimagingTechniquesinAdvertisingResearch.pdf
http://eprints.utm.my/id/eprint/95553/
http://dx.doi.org/10.3390/su13116488
_version_ 1735386818353823744
score 13.211869

Similar Items