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

• 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
• Institution: Universiti Teknologi Malaysia

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...