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.

In the last two decades, neuromarketing (NM) studies are snowballed because scientists and researchers are looking for understanding the mechanisms of decision-making in the consumer's brain toward marketing stimuli, for example, but not limited to advertising and brands that have not changed overnight. For this purpose, NM research is using state-of-the-art technology to gauge the responses of consumers’ minds to marketing stimuli, which is impossible by traditional marketing methods. In this paper, we have concentrated on neuromarketing tools such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking (ET). Literature indicates that EEG, fMRI, and ET enable to gauge consumers' neurometrics and biometrics responses; thereby, they provide valuable information about the physiological and mental reactions toward marketing stimuli, which can be used to improve marketing research. Neuromarketing can provide valuable information about consumer behaviour, which is impossible by traditional methods. We hope that this study provides valuable insights into neuromarketing and future directions.

Neuromarketing (NM) is an application of neuroimaging and physiological tools to record the neural correlates of consumers' behaviour (e.g., decision-making, emotion, attention, and memory) toward marketing stimuli such as brands and advertisements. This study aims to present the current tools employed in the empirical research in the last five years. In this article, we have followed the Preferred Reporting Items for Systematic Review and Meta-analyses (PRISMA) framework and a bibliometric analysis to select empirical and review papers that used NM tools in the last five years. We have extracted and analysed twenty-four documents from the Scopus database to answer our study questions. We found that electroencephalography (EEG) is the most popular neuroimaging tool in neuromarketing research, wherein has been used almost thirteen times. Followed by eyetracking (ET) and galvanic skin response (GSR) as the most physiological tools, wherein have been applied almost four times for each tool. We hope that this study provides valuable insights into the common NM tools used in marketing research.

Neuromarketing (NM) uses neuroscience tools, for example, but not limited to functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study, explore, analyze, and explain the neural correlates of consumer’s behavior (i.e., decision-making processes), the cognitive processes (i.e., attention and memory) and emotional processes (i.e., emotion) of interest for marketing research (e.g., advertising, brand, product, price). This study analyzes the relevant literature and sheds light on the triune brain of humans, the dimensions of NM such as emotion, attention, and memory. Currently, emotional and cognitive processes have remarkably received attention from academic and industrial environments. Thus, NM presents unrivalled possibilities to record the activity regions in consumers' brains and provide precise information about which neurons are active when consumers are exposed to marketing stimuli. To best our knowledge, this will aid in shaping and understanding the central theme and set the future research directions for the researchers.

Both neuroscientific and psychology methods are used to study and explain the active neurons of the individuals' brain response when exposed to external stimuli. This study analyses the relevance literature and investigates the neural correlates of emotion, rewards, and motivation in the decision-making process, the emotional interactions between children, adolescents, and ageing. It was reviewed the literature to explore if neuroscientific methods provide accurate information about the role of emotion, reward, and motivation in decisionmaking mechanisms. The findings showed that the amygdala, medial prefrontal cortex, and ventromedial prefrontal cortex play a central role in processing of emotion which in turn influence decision-making process. While individuals with lesion in the ventromedial prefrontal cortex which is responsible for emotional responses toward risk, reward, and decision-making are not good decision-makers. In addition, the prefrontal cortex plays central role in approach and withdrawal motivational, whereby the right prefrontal cortex associated with withdrawal behavior and the left prefrontal cortex associated with approach behavior.

The advancement of neuroscience technology has been attracted companies' and researchers' attention. Therefore, neuromarketing studies have increased globally from about one article in 2004 to over 570 articles in 2020 based on the Web of Science database. This study aims to highlight the neuroimaging tools, the neuroanatomy of the brain, and analyses the related literature and investigates the influence of emotion on decision making via the neuromarketing approach. The finding of the research is that emotion has a substantial effect on decision-making. Where neuromarketing presents unrivalled possibilities to record the active regions in consumers' brains and provide precise data about which neurons are active when exposed to marketing stimuli.

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Despite several neuroscience tools existing, electroencephalography (EEG) is the most used and favoured tool among researchers because of its relatively low cost and high temporal resolution. Our study aimed to identify the global academic research trends of the empirical EEG studies in neuromarketing. This paper adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to identify relevant articles. A bibliometric analysis software (VOSviewer) was used to evaluate thirty open-access articles found in the Scopus database between 2016 and 2020. We found that the USA is the most productive country with five research articles that used the EEG tool in marketing studies, followed by Australia, Italy, and Malaysia with three articles each. According to the most prolific journals in neuromarketing, it has been found that Frontiers in Neuroscience journal (CiteScore 5.4) is the most prolific journal with two articles and 25 total citations, followed by Scientific reports (CiteScore 7.1) with two articles and eighteen total citations, which lead us to infer that the publications’ number does not necessarily reflect the citations’ number. The study provides a profound and comprehensive overview of academic research that used EEG in marketing research.