Consumer Neuroscience

sustainability
Review
Consumer Neuroscience Techniques in Advertising Research:
A Bibliometric Citation Analysis
Juan Sánchez-Fernández 1 , Luis-Alberto Casado-Aranda 1, * and Ana-Belén Bastidas-Manzano 2
1 Department of Marketing and Market Research, University of Granada, 18010 Granada, Spain;
[email protected]
2 Marketing and Tourism Department, Madrid Open University, Collado Villalba, 28400 Madrid, Spain;
[email protected]
* Correspondence: [email protected]
Abstract: The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring

consumer response to advertising stimuli have necessitated more objective and accurate tools from
the fields of neuroscience and psychology for the study of consumer behavior, resulting in the creation
of consumer neuroscience. This recent marketing sub-field stems from a wide range of disciplines and
applies multiple types of techniques to diverse advertising subdomains (e.g., advertising constructs,
media elements, or prediction strategies). Due to its complex nature and continuous growth, this
area of research calls for a clear understanding of its evolution, current scope, and potential domains
in the field of advertising. Thus, this current research is among the first to apply a bibliometric
approach to clarify the main research streams analyzing advertising persuasion using neuroimaging.
Particularly, this paper combines a comprehensive review with performance analysis tools of 203

papers published between 1986 and 2019 in outlets indexed by the ISI Web of Science database.
Citation: Sánchez-Fernández, J.; Our findings describe the research tools, journals, and themes that are worth considering in future
Casado-Aranda, L.-A.; Bastidas- research. The current study also provides an agenda for future research and therefore constitutes a
Manzano, A.-B. Consumer starting point for advertising academics and professionals intending to use neuroimaging techniques.
Neuroscience Techniques in
Advertising Research: A Bibliometric Keywords: bibliometric research; consumer neuroscience; advertising research; emerging trends;
Citation Analysis. Sustainability 2021, neuroimaging tools; consumer behavior
13, 1589. https://doi.org/10.3390/
su13031589
Academic Editors: Flavio Boccia and 1. Introduction

Lester Johnson
Business and advertising research has traditionally turned to self-report methods,
Received: 9 January 2021
Accepted: 29 January 2021
namely surveys, focus groups, and interviews, to evaluate, understand, and predict con-
Published: 2 February 2021
sumer behavior when exposed to advertising [1–3]. These techniques capture conscious
expressions, feelings, and verbal-language-based responses from consumers regarding
Publisher’s Note: MDPI stays neutral
advertising recall, brand awareness, or purchase intentions. Although they are commonly
with regard to jurisdictional claims in
preferred by marketers because of their ease of use, accessibility, and cost-effectiveness,
published maps and institutional affil- they are subject to bias. They are vulnerable to subjectivity and social desirability, may
iations. contain delicate questions (e.g., on sexual or religious orientation), do not measure deeper
emotions (e.g., ambiguity, risk), may not be able to apprehend cognitive and affective
processes, and do not facilitate the moment-by-moment collection of data [4].
Deficiencies in measuring consumer behavior in self-report tools have led to the search
Copyright: © 2021 by the authors.
for more precise techniques from psychology and neuroscience to complement traditional
Licensee MDPI, Basel, Switzerland.
market research methods. The combination of techniques from marketing, neuroscience,
This article is an open access article
and psychology has fostered the creation of a new field of marketing called consumer
distributed under the terms and neuroscience, which overcomes most of the limitations of traditional tools [5,6]. This inter-
conditions of the Creative Commons disciplinary arena is defined as “ . . . the study of the neural conditions and processes that
Attribution (CC BY) license (https:// underlie consumption, their psychological meaning, and their behavioral consequences” [7].
creativecommons.org/licenses/by/ In practice, a consumer neuroscientific experiment consists of indirectly measuring the sub-
4.0/). ject‘s neural activation in reaction to a particular marketing feature (e.g., visual advertising)
Sustainability 2021, 13, 1589. https://doi.org/10.3390/su13031589 https://www.mdpi.com/journal/sustainability

Sustainability 2021, 13, 1589 2 of 20
using neuroimaging techniques and/or other types of psychophysiological methods to

identify the brain mechanisms experienced during consumer decision-making [7].
Mounting studies in the area of marketing research have applied neuroimaging tech-
niques to identify the neural origin of consumer decision-processes in the context of
product packages [8,9], price [4], advertising [10–12], branding, and e-commerce environ-
ments [13,14]. By doing so, these studies have offered important assistance to (1) evaluating
consumer reactions in real-time without relying on subjective self-reports; (2) localizing
neural correlates of consumer behavior constructs (such as value, fear, reward, trust, per-
suasion, or memory), that is, where they reside in the brain; (3) capturing hidden processes
through brain imaging data (inaccessible through self-reports); and (4) identifying the
antecedents and consequences of consumer behavior constructs.
The remainder of this paper is structured as follows: Section 2 presents the new field of
consumer neuroscience and its importance in advertising research. It then advances the frame
of the current paper as well as the main research questions to be addressed. Section 3 then
describes the bibliometric analysis and co-citation steps applying Scimat software and data
analysis procedures. Section 4 describes the evolution, journals, and main themes of consumer
neuroscience and advertising research before entering into discussion and limitation sections.
The study then concludes with a presentation of the findings’ main theoretical and practical
implications for future research.
1.1. The Value of Consumer Neuroscience in the Field of Advertising Research

One of the branches of marketing that has received the most attention from psy-
chological and neuroimaging studies is advertising. The use of psychophysiology, psy-
chophysiology refers to the branch of psychology exploring the physiological bases (i.e.,
body reactions) of psychological processes (i.e., brain states) [15], techniques to examine
consumer psychological responses toward advertising is not new. This type of research has
involved skin conductance (to measure autonomic nervous system excitement triggered
by emotional advertising), electromyography (to measure microscopically the controlled
and uncontrolled facial muscle movements), electrocardiography (to measure electrical
heartbeat activations using external skin electrodes), or eye-tracking (to record eye fixation
and changes in pupil dilation and contraction, direct indications of levels of attention) in
advertising-related experiments since the 1980s [15–19].
The advances in non-invasive human brain imaging techniques have facilitated the
collaboration of economists, psychologists, and neuroscientists to assess the biological foun-
dations of advertising theories. Here, we followed a line of a number of neuromarketing
scholars [13,20] in that the only techniques considered to serve to offer objective evidence of
neural processing of advertising in the arena of consumer neuroscience are those recording
modifications in electrical (electroencephalography (EEG) or magnetoencephalography
(MEG)) or metabolic neural activity in the brain (functional magnetic resonance imaging
(fMRI) or functional near-infrared spectroscopy (fNIRS)).
Neuroimaging methods offer non-invasive means of monitoring neurocognitive re-
sponses to advertising elements. They also allow recording implicit mechanisms potentially
involved in the processing of advertising, which is different from self-reported informa-
tion [21]. In other words, neuroimaging helps to analyze the neural roots of the advertising
effects (e.g., reward or self-relevance) triggered by diverse audiovisual elements (e.g., frame,
colors, and voice). Neuroimaging in advertising research can therefore help (1) pinpoint the
neural correlates advertising constructs (e.g., memory, attention, persuasion, and emotion),
(2) determine the nature and dimensionality of advertising effectiveness based on neural
correlates and predictors, (3) identify the moderating role of the audience’s characteristics
(e.g., sex, age, or consumer involvement) when evaluating advertising processing, and
(4) assess the antecedents and consequences of advertising constructs (e.g., persuasion).
Figure 1 highlights the value of neuroimaging in the field of advertising.
The use of neuroimaging tools in the field of advertising, however, has a number of
well-documented methodological, theoretical, and ethical limitations. These include cost,
Sustainability 2021, 13, x FOR PEER REVIEW 3 of 20
time to complete a study, artificial research environment, caution with the type of questions
that these techniques
constructs can address,
(e.g., persuasion). Figure and concerns over
1 highlights participant
the value autonomy in
of neuroimaging and
theprivacy
field of
(for a review,
advertising. see [22]).
Figure1.1. Illustration
Figure Illustration highlighting the
the value
valueof
ofneuroimaging
neuroimagingininthe
thefield
fieldofofadvertising
advertisingresearch.
research.
Source:Own
Source: Ownillustration.
illustration.
1.2. Main
The Neuroimaging Tools Applied
use of neuroimaging tools to
inAdvertising
the field ofResearch
advertising, however, has a number of
well-documented
The most commonly methodological, theoretical, techniques
used neuroimaging and ethical inlimitations.
advertising These
are include
EEG, MEG, cost,
time to complete a study, artificial research environment, caution with
fMRI, and fNIRS. Particularly, EEG is a non-invasive technique that records the frequency the type of ques-
tions
of that these
the brain’s techniques
electrical currentscan through
address,electrodes
and concerns over
placed onparticipant autonomy and pri-
the scalp. Electroencephalog-
vacy (for
raphy a review,
provides highsee [22]). resolution (250–400 ms) but low spatial resolution (approxi-
temporal
mately 1 cm3 ) as it is limited to recording cortical brain activity. Decision-making literature
1.2.associated
has Main Neuroimaging
the frequencyToolscontent
Applied(indexed
to Advertising Research
by delta, theta, alpha, or beta bands) of brain
wavesThe in the frontal, parietal, and occipital areas to consumer
most commonly used neuroimaging techniques in advertising preferences,are attention, and
EEG, MEG,
memory. MEG is analogous to EEG but records the magnetic fields
fMRI, and fNIRS. Particularly, EEG is a non-invasive technique that records the frequency produced by brain
electrical currents
of the brain's using magnetometers.
electrical currents through MEG has greater
electrodes spatial
placed on thelocalization recording of
scalp. Electroenceph-
deeper brain structures than EEG and an acceptable temporal resolution.
alography provides high temporal resolution (250–400 ms) but low spatial resolution (ap-
fMRI, in 1turn,
proximately cm3)isasa itnon-invasive
is limited totool that detects
recording brain
cortical changes
brain inDecision-making
activity. the blood level
(namely,
literature has associated the frequency content (indexed by delta, theta,from
the fMRI‘s blood oxygen level dependent, BOLD, signal), derived metabolic
alpha, or beta
changes in blood flow produced by neural activation. This is achieved
bands) of brain waves in the frontal, parietal, and occipital areas to consumer preferences, using an MRI
scanner.
attention,fMRI researchers
and memory. MEGusually comparetoactivity
is analogous EEG but levels within
records the amagnetic
region of interest
fields pro-
across different task conditions. As different regions of interest are attributed through
duced by brain electrical currents using magnetometers. MEG has greater spatial locali-
specific inferences to particular mental functions (e.g., persuasion or attention [23]), they
zation recording of deeper brain structures than EEG and an acceptable temporal resolu-
are able to identify the neural origin of mechanisms triggered by message elements while
tion.
visually representing and localizing this result through MR brain images [24]. The fMRI is
fMRI, in turn, is a non-invasive tool that detects brain changes in the blood level
exceptional in assessing specific brain areas with a high resolution (1 mm3 ) and provides
(namely, the fMRI‘s blood oxygen level dependent, BOLD, signal), derived from meta-
an acceptable temporal resolution (1–3 s).
bolic changes in blood flow produced by neural activation. This is achieved using an MRI
fNIRS is an innovative recent noninvasive optical imaging tool that records modifica-
scanner. fMRI researchers usually compare activity levels within a region of interest
tions in hemoglobin (Hb) flow within the brain through absorption spectra of Hb in the
across different task conditions. As different regions of interest are attributed through
near-infrared range. The spatial resolution and penetration depth of fNIRS images is up to
specific inferences to particular mental functions (e.g., persuasion or attention [23]), they
2 cm, making it appropriate for monitoring brain areas located in the prefrontal cortex, a
are able to identify the neural origin of mechanisms triggered by message elements while
brain region that is pivotal in advertising preferences [25]. Figure 2 summarizes the four
visually representing
most-used neuroimaging andtools
localizing this result
in advertising through MR brain images [24]. The fMRI
research.
is exceptional in assessing specific brain areas with a high resolution (1 mm3) and provides
an acceptable temporal resolution (1–3 s).
fNIRS is an innovative recent noninvasive optical imaging tool that records modifi-
cations in hemoglobin (Hb) flow within the brain through absorption spectra of Hb in the
near-infrared range. The spatial resolution and penetration depth of fNIRS images is up
to 2 cm, making it appropriate for monitoring brain areas located in the prefrontal cortex,

a brain region that is pivotal in advertising preferences [25]. Figure 2 summarizes the four
most-used neuroimaging tools in advertising research.
Figure 2.
Figure 2. Illustration
Illustration highlighting
highlightingthe
thevalue
valueofofneuroimaging
neuroimagingininthe field
the ofof
field advertising research.
advertising research.
Source: Own
Source: Own illustration.
illustration.
The application
The application of of these
these neuroimaging
neuroimaging techniques
techniques to to advertising
advertising research
research started
started inin
1986. Rothschild
1986. Rothschildetetal.al. [26][26] used
used EEG EEG for first
for the the first
time time to measure
to measure changes changes in electrical
in electrical neural
neural activity
activity while participants
while participants were exposedwere exposed to television
to television commercials.
commercials. Theirshowed
Their results results
showed correlations
correlations between the between
level oftheEEG
level of EEG
activity andactivity
severaland several of
measures measures
learningof andlearning
affect.
and affect. Henceforth,
Henceforth, worldwideand
worldwide researchers researchers and professionals
professionals applied neuroimaging
applied neuroimaging techniques to
techniques
extend to extend
traditional traditional
advertising advertising
research theoriesresearch
to bettertheories to better
understand understand
consumer con-
reactions
in advertising
sumer reactions and into improve the
advertising andeffectiveness
to improveof thecommunication
effectiveness of campaigns.
communication Alongcam- this
line, a wide
paigns. Along range of advertising
this line, a wide range studies have applied
of advertising studiesfMRI,
haveEEG,
appliedMEG, and
fMRI, fNIRS
EEG, MEG,to
assess the neural
and fNIRS to assess correlates
the neural of correlates
constructsofserving
constructs as indicators of advertising
serving as indicators message
of advertising
persuasion, particularly
message persuasion, emotion, emotion,
particularly attention,attention,
preference, and memory
preference, [27,28] to[27,28]
and memory explore to
neural predictors of communication-relevant outcomes [11,29],
explore neural predictors of communication-relevant outcomes [11,29], or to evaluate theor to evaluate the neural
processing of mediaofelements
neural processing includedincluded
media elements in advertising [30,31]. However,
in advertising the understanding
[30,31]. However, the under-
of how these
standing techniques
of how are applied
these techniques areto different
applied advertising
to different subdomains
advertising remains remains
subdomains unclear
in the academic
unclear literature.literature.
in the academic Additionally, no investigation
Additionally, to date hastoevaluated
no investigation date has the whole
evaluated
corpus
the whole of research
corpus ofapplying
researchneuroimaging techniquestechniques
applying neuroimaging in the advertising domain, the
in the advertising do-
relative importance of neuroscientific techniques in advertising
main, the relative importance of neuroscientific techniques in advertising research, or theresearch, or the most-
investigated
most-investigatedthemes and research
themes and research streams. Hence,
streams. Hence, reflection onon
reflection thethefield
fieldasasaawhole
whole
would
would serve to clarify the evolution, current scope, and further subthemes ofof
serve to clarify the evolution, current scope, and further subthemes interest
interest in
in neuroimaging
neuroimaging techniques
techniques in in advertising
advertising research.
research.
1.3. The Current Study
We, therefore, aimed to fill this gap through a bibliometric analysis of published
articles applying neuroimaging in advertising research. This approach is valuable as
consumer neuroscience derives from a wide range of disciplines and applies multiple
techniques to a wide diversity of advertising subdomains. Due to the complex nature
and continuing advances in this arena, we conducted an interdisciplinary review of the
literature addressing four research questions:
• RQ1: How have advertising research publications that used neuroimaging evolved?
• RQ2: Which neuroimaging tools are the most common in advertising studies?
• RQ3: Which are the most-cited journals worth consulting for future research in this
field?
• RQ4: What are the underlying research streams, and which deserve further considera-
tion in prospective advertising studies?
This approach outlines future steps for specialists interested in advertising research
because it structures, outlines, and identifies the crucial techniques, advertising subdo-
mains, and journals to consider when conducting further neuroimaging research in the
field of advertising. This survey, besides offering an overview of the history of research,
identifies and blends both traditional and recent streams. Therefore, the findings offer an
easy-to-use guide for advertising scholars and communication professionals interested in
the topic of consumer neuroscience.
2. Methodology
We aimed to answer the four research questions by implementing a bibliometric
analysis that combined: a comprehensive empirical review of research on advertising
research that applied neuroimaging techniques and performance analysis tools. To develop
these two phases, we considered the main publications using neuroimaging techniques
in the field of advertising research from 1986 to 2019. In the first step, we focused on
the number of cites of the publications, the category of the journal in which they were
published, neuroimaging techniques/approaches they used, as well as the advertising
subdomains of interest. Following the scheme described by Cobo et al. [32], in the second
step, we developed quantitative indicators to highlight research topics based on the number
of papers and to measure the impact of the detected topics. Together, these approaches
helped provide a review of the evolution of the field of advertising research by identifying
and visualizing its conceptual subdomains (general and particular thematic areas) and
motor themes. Specifically, in both phases, we used a co-word analysis as implemented in
Scimat software [32], a tool used to evaluate the conceptual and social scope of a research
area. A co-word analysis constitutes a content analysis tool, which is useful for providing
an overview of the strength of association among textual items as well as for describing
the interactions between diverse areas and themes in academic research [33]. This co-
word analysis builds a strategic diagram to help identify the potential research that used
neuroscience techniques in the communication arena.
To accurately detect the main themes in the co-word analysis, we followed the stages
described by Cobo et al. [32]. This consisted of initially singling out the keywords in
the selected publications (i.e., author and journal keywords) as types of items to analyze.
The second step was gathering pivotal information from the raw data in a file stemming
from the query. As outlined by Cobo et al. [32], these key data were derived from the
co-occurrence frequencies of keywords. Individually, the co-occurrence/recurrence of
two keywords is extracted from the corpus of files by counting the number of files in
which the two keywords appear together. The third phase consisted of calculating the
similarities between items considering the information gathered in the previous stage.
These analogies were calculated from the keyword co-occurrence frequency. Following the
recommendation of Cobo et al. [33], an equivalence index served as the most appropriate
measure to normalize the co-occurrence frequency. The fourth stage consisted of conducting
clustering to identify the keyword subgroups related to each other that conform to the
centers of interest. Following the methodological line suggested by Cobo et al. [32], we used
the simple center algorithm and chose 1 and 3 as the minimum and maximum network size,
measure to normalize the co-occurrence frequency. The fourth stage consisted of conduct-
ing clustering to identify the keyword subgroups related to each other that conform to the
Sustainability 2021, 13, 1589 centers of interest. Following the methodological line suggested by Cobo et al. [32], 6 of we
20
used the simple center algorithm and chose 1 and 3 as the minimum and maximum net-
work size, respectively. Finally, average citations were selected as a quality measure for
the strategic diagram.
respectively. Finally, average citations were selected as a quality measure for the strategic
The strategic diagram developed during the clustering process is based on two crite-
diagram.
ria [33]:
The centrality, which refers
strategic diagram to theduring
developed degreethe
of interaction of different
clustering process networks,
is based on twoso it is
crite-
ria [33]: centrality, which refers to the degree of interaction of different networks, so it isis
a number related to the relevance of a topic within a specific field; and density, which
arelated
number torelated
the internal
to thestrength
relevanceofofthe network,
a topic thereby
within revealing
a specific the density,
field; and theme’s which
develop-is
ment. The combination of high and low levels of density and centrality enabled
related to the internal strength of the network, thereby revealing the theme’s development. the split-
tingcombination
The of the two-dimensional
of high and lowstrategic
levelsdiagram into
of density andfour groups enabled
centrality of themes,theas shownof
splitting in
Figure 3.
the two-dimensional strategic diagram into four groups of themes, as shown in Figure 3.
Figure3.3.Quadrants
Figure Quadrantsin
inaastrategic
strategicdiagram.
diagram.Source:
Source: Own
Own illustration.
illustration.
3.
3. Results
Results
3.1. Neuroimaging Techniques in Advertising Research: Evolution and Journals
3.1. Neuroimaging Techniques in Advertising Research: Evolution and Journals
This section presents the evolution of the use of neuroimaging techniques in the field
This section presents the evolution of the use of neuroimaging techniques in the field
of advertising research through the number of papers published in consumer neuroscience
of advertising research through the number of papers published in consumer neurosci-
from 1986 to 2019. We found 203 articles in the selected period after a screening process
ence from 1986 to 2019. We found 203 articles in the selected period after a screening pro-
was applied in Scimat [33] to delete articles strictly unrelated to neuroimaging techniques
cess
in was applied
advertising in Scimat [33]
environments, to delete
including articles
both strictly
empirical andunrelated to neuroimaging
theoretical ones. Papers using tech-
niques in advertising environments, including both empirical and theoretical
non-neuroscientific tools (such as biometrics or eye-tracking) were not included in the ones. Papers
using non-neuroscientific
analysis tools measure
as they do not directly (such as biometrics or eye-tracking)
any neuroimaging responses were
[24].not
Ourincluded
findings in
the analysis
highlight the as they do
frequent not directly
application of measure any neuroimaging
neuroimaging responses
techniques within the last[24].
fiveOur
yearsfind-
of
the study period in the field of advertising research as well as the potential developmentfive
ings highlight the frequent application of neuroimaging techniques within the last of
years
this of the (Figure
subfield study period
4). in the field of advertising research as well as the potential de-
velopment of this subfield
When focusing (Figure 4).
on the methodological aspects of these studies, 22% provided theoreti-
cal reviews of neuroimaging tools and advertising research, while the remaining studies
carried out empirical research. Of the total, 44% used fMRI, 30% preferred EEG, 4% chose
fNIRS, and only 1% used MEG. We also examined the evolution of the use of these ap-
proaches over time. The results in Figure 5 show that fMRI and EEG techniques are starting
to gain popularity in advertising studies, with the former tool showing a larger increase
in the last four years. Despite reviews playing an important role from 2014 to 2017, they
started losing prominence in the last three years.
Figure 4. Number of papers in ISIWoS (y-axis) focused on advertising research by means of neu-
roimaging techniques from 1986 to 2019. Source: Own illustration.
When focusing on the methodological aspects of these studies, 22% provided theo-
retical reviews of neuroimaging tools and advertising research, while the remaining stud-
ies carried out empirical research. Of the total, 44% used fMRI, 30% preferred EEG, 4%
chose fNIRS, and only 1% used MEG. We also examined the evolution of the use of these
approaches over time. The results in Figure 5 show that fMRI and EEG techniques are
starting to gain popularity in advertising studies, with the former tool showing a larger
Figure4.4. Number
Number ofof papers in
in ISIWoS (y-axis) focused on
onadvertising
increase inFigure
the last four years.papers
Despite ISIWoS
reviews (y-axis)
playing focused
an important roleresearch
advertising researchby
from 2014bymeans
to ofofneu-
means neu-
roimaging techniques from 1986 to 2019. Source: Own illustration.
roimaging
2017, they started techniques
losing from 1986
prominence to 2019.
in the Source:years.
last three Own illustration.
When focusing on the methodological aspects of these studies, 22% provided theo-
retical reviews of neuroimaging tools and advertising research, while the remaining stud-
ies carried out empirical research. Of the total, 44% used fMRI, 30% preferred EEG, 4%
chose fNIRS, and only 1% used MEG. We also examined the evolution of the use of these
approaches over time. The results in Figure 5 show that fMRI and EEG techniques are
starting to gain popularity in advertising studies, with the former tool showing a larger
increase in the last four years. Despite reviews playing an important role from 2014 to
2017, they started losing prominence in the last three years.
Figure
Figure 5. Studies 5. Studiesneuroscience
in consumer in consumer applying
neuroscience applying
fMRI, fMRI,
MEG, EEG, MEG,and
fNIRs, EEG, fNIRs,Source:
reviews. and reviews.
Own illustration.
Based on the number of publications, Table 1 lists the most renowned authors that
Basedapplied
on the number of publications,
neuroimaging techniquesTable
in the1study
lists the most renowned
of advertising authors
research. Only that
authors with a
applied neuroimaging techniques in the study of advertising research. Only
minimum of four papers are presented. The American researchers Emily Falk authors with
and Matthew
a minimumLieberman
of four papers
stand areout,
presented.
with 40 The
andAmerican
17 papersresearchers Emily Falk
each, respectively. Theandmost
Mat-productive
thew Lieberman
authorsstand out,towith
belong 40 and 17
institutions papers
related to each, respectively.
neuroscience, The most
psychology, productive
business, and marketing,
authors belong
thus to institutions
revealing related to neuroscience,
the interdisciplinary nature ofpsychology, business, and market-
consumer neuroscience.
ing, thus revealing
Thethe interdisciplinary
recent nature of
interest in applying consumer neuroscience.
neuroimaging tools to advertising research is multi-
Figure 5. Studies in consumer neuroscience applying fMRI, MEG, EEG, fNIRs, and reviews.
disciplinary. The articles were being published not only in neuroscientific journals (neu-
roimaging or social cognitive and affective neuroscience) but also, and mostly, in marketing
and advertising journals such as the Journal of Advertising Research or the Journal of
Based on the number of publications, Table 1 lists the most renowned authors that
Consumer Behaviour, as well as in interdisciplinary journals such as Plos One, Journal
applied neuroimaging techniques in the study of advertising research. Only authors with
of Neuroscience, Psychology and Economics, and Frontiers in Psychology Neuroscience.
a minimum of four papers are presented. The American researchers Emily Falk and Mat-
Table 2 and Figure 6 lists the papers using neuroimaging tools in the advertising domain
thew Lieberman stand out, with 40 and 17 papers each, respectively. The most productive
with the highest number of citations.
authors belong to institutions related to neuroscience, psychology, business, and market-
ing, thus revealing the interdisciplinary nature of consumer neuroscience.
Table 1. Authors with a minimum of four publications in consumer neuroscience within the analyzed period (1986–2019).
Author Number of Papers Author Number of Papers

Falk, Emily B. (University of Pennsylvania, Dore, Bruce P. University of Pennsylvania,
40 4
Annemberg School for Communication) Annemberg School for Communication
Lieberman, Matthew D. (SCN Lab Director, Sánchez-Fernández, J. (Marketing and Market
17 4
Harvard University) Research Department, University of Granada)
O’Donnell, Matthew Brook (University of
Casado-Aranda, L.A. (Marketing and Market
Pennsylvania, Annemberg School for 15 4
Research Department, University of Granada)
Communication)
Babiloni, Fabio (Sapienza University of Rome) 10 Cartocci, Giulia Sapienza University of Rome 4
Cooper, Nicole (Annemberg School for
7 Rossi, Dario (Sapienza University of Rome) 4
Communication)
Cascio, Christopher N (University of Vecchiato, Giovanni (National Research
6 4
Pennsylvania) Council of Italy)
Berkman, Elliot T. (University of Oregon) 6 Vettel, Jean M. (US Army Research Laboratory) 4
Smidts, Ale (Marketing Department, Erasmus Fallani, Fabrizio De Vico (Brain and Spine
5 4
Univ, Rotterdam, Netherlands) Institute (ICM)
Cherubino, Patrizia (Sapienza University of
5 Astolfi, Laura (Sapienza University of Rome) 4
Rome)
Maglione, Anton Giulio (Sapienza University Tompson, Steven (US Army Research
5 4
of Rome) Laboratory)
Source: Own illustration from Scimat.
Table 2. Papers with the highest number of citations.
Title Authors Year Citations

Neuromarketing: the hope and hype of neuroimaging in
Ariely, D, Berns, GS 2010 259
business
What is ‘neuromarketing’? A discussion and agenda for future
Lee, N, Broderick, AJ, Chamberlain, L 2007 226
research
Falk, EB, Lieberman, MD, Berkman,
Predicting Persuasion-Induced Behavior Change from the Brain 2010 150
ET, Mann, T, Harrison, B
From Neural Responses to Population Behavior: Neural Focus Falk, EB, Lieberman, MD, Berkman,
2012 117
Group Predicts Population-Level Media Effects ET
Neural Activity During Health Messaging Predicts Reductions Falk, EB, Lieberman, MD, Berkman,
2011 106
in Smoking Above and Beyond Self-Report ET, Whalen, D
Beyond Brain Mapping: Using Neural Measures to Predict
Falk, EB, Berkman, ET 2013 106
Real-World Outcomes
In the Trenches of Real-World Self-Control: Neural Correlates of Falk, EB, Lieberman, MD, Berkman,
2011 96
Breaking the Link Between Craving and Smoking ET
A brief review on the use of functional near-infrared
spectroscopy (fNIRS) for language imaging studies in human Quaresima, V, Ferrari, M, Bisconti, S 2012 86
newborns and adults
Venkatraman, V, Dimoka, A, Pavlou,
Predicting Advertising Success Beyond Traditional Measures:
PA, Vo, K, Hampton, W, Bollinger, B,
New Insights from Neurophysiological Methods and Market 2015 83
Hershfield, HE, Ishihara, M, Winer,
Response Modeling
RS
Extending Brain-Training to the Affective Domain: Increasing
Schweizer, S, Hampshire, A,
Cognitive and Affective Executive Control through Emotional 2011 76
Dalgleish, T
Working Memory Training
Babiloni, F, Vecchiato, G, Fallani, FD,
Changes in Brain Activity During the Observation of TV
Mattia, D, Astolfi, L, Cincotti, F, 2010 66
Commercials by Using EEG, GSR and HR Measurements
Salinari, S, Soranzo, R
2021, 13, xSustainability
FOR PEER REVIEW2021, 13, 1589 9 of 20 9 of 20
Figure 6.Figure 6. Main in

Main journals journals in which
which most most advertising
advertising research
research using using neuroimaging
neuroimaging tools has been tools has been
published. Source: Own
published.
illustration. Source: Own illustration.
3.2. Traditional and Emerging Themes in Advertising Research: Neuroimaging Applications
Table 2. Papers with the highest number of citations.
Figure 7 illustrates the findings of the strategic diagram analysis, in which the size of
Title
the spheres is proportional to the number Authors
of published documentsYear related
Citations
to each theme.
Neuromarketing: theThehopethemes
and hypeincluded in the upper-right quadrant—neuromarketing (33), behavior (26),
of neuroim-
Ariely, D, Berns, GS 2010 259
aging in business meta-analysis (10), and the technique fMRI (49)—are likely to be further developed from
What is ‘neuromarketing’? A discussion
the conceptual and
perspective and are the driving themes of the advertising research that
Lee, N, Broderick, AJ, Chamberlain, L 2007 226
agenda for future research
applies neuroimaging techniques. Therefore, prospective neuromarketing research might
Predicting Persuasion-Induced Behavior
focus on using Change
fMRI Falk,behavior
to predict EB, Lieberman,
basedMD,
on Berkman,
brain regions2010
included in previous and
150
from the Brain prospect meta-analyses. The themes social influenceB(10) and preference (6) were the top
ET, Mann, T, Harrison,
From Neural Responsesemerging topicsBehavior:
to Population in the field, likely due to the recent interest in investigating how social
Neural Focus Groupinfluence
Predicts Population-Level
affects the neural processing ofETadvertisements. Terms 2012 such as117emotion (27)
Media Effects and brand (5) are transversal themes of interest for neuroimaging research in the field
of advertising,
Neural Activity During as investigations
Health Messaging Pre- have largely evidenced the neural correlates of emotion
dicts Reductions in Smoking Above and
in advertising, Beyond brands. EEG asymmetry (5) and memory
including 2011 (7) constitute
106 themes
ET, Whalen, D
Self-Report traditionally investigated but recently increasing in relevance.
Beyond Brain Mapping: Using Neural Measures
Falk, EB, Berkman, ET 2013 106
to Predict Real-World Outcomes
In the Trenches of Real-World Self-Control: Neu-
ral Correlates of Breaking the Link Between 2011 96
ET
Craving and Smoking
A brief review on the use of functional near-infra-

red spectroscopy (fNIRS) for language imaging Quaresima, V, Ferrari, M, Bisconti, S 2012 86
studies in human newborns and adults
Predicting Advertising Success Beyond Tradi- Venkatraman, V, Dimoka, A, Pavlou,

tional Measures: New Insights from Neurophysi- PA, Vo, K, Hampton, W, Bollinger, B,
2015 83
ological Methods and Market Response Model- Hershfield, HE, Ishihara, M, Winer,
ing RS
Extending Brain-Training to the Affective Do-
main: Increasing Cognitive and Affective Execu- Schweizer, S, Hampshire, A, Dal-
2011 76
tive Control through Emotional Working gleish, T
Memory Training
Changes in Brain Activity During the Observa- Babiloni, F, Vecchiato, G, Fallani, FD,
tion of TV Commercials by Using EEG, GSR and Mattia, D, Astolfi, L, Cincotti, F, Sa- 2010 66
HR Measurements linari, S, Soranzo, R
prospect meta-analyses. The themes social influence (10) and preference (6) were the top
emerging topics in the field, likely due to the recent interest in investigating how social
influence affects the neural processing of advertisements. Terms such as emotion (27) and
brand (5) are transversal themes of interest for neuroimaging research in the field of ad-
Sustainability 2021, 13, 1589 vertising, as investigations have largely evidenced the neural correlates of emotion10inofad-
20
vertising, including brands. EEG asymmetry (5) and memory (7) constitute themes tradi-
tionally investigated but recently increasing in relevance.
Figure7.
Figure 7. Strategic
Strategic diagram
diagram for
for the
the period
period 1986–2019
1986–2019 based
based on
on published
published documents.
documents. Source:
Source: Own
Own
illustration from Scimat.
illustration from Scimat.
3.3. An
3.3. An Overview
Overview of
of Neuroimaging
Neuroimaging Studies
StudiesApplied
Appliedto
toAdvertising
AdvertisingResearch
Research
To gain
To gain insight
insight into
into the
themost-explored
most-explored advertising
advertising subdomains
subdomains inin neuroimaging
neuroimaging
studies,
studies, and
and draw
draw more
more precise
precise boundaries
boundaries on
on the
thescope
scopeof
ofadvertising
advertisingresearch
researchand
andthe
the
main
main applied approaches and neuroimaging techniques, we summarized the selected
approaches and neuroimaging techniques, we summarized the selected lit-
literature review.
erature review.
3.3.1.
3.3.1. Neural
Neural Correlates
Correlates ofof Emotion,
Emotion, Attention,
Attention,and
andMemory
Memory
The advertising literature has demonstrated a growing
The advertising literature has demonstrated a growing interest in measuring
interest emotions
in measuring emo-
and preferences through the estimation of brain reactions. Particularly,
tions and preferences through the estimation of brain reactions. Particularly, EEG EEG and fMRI
and
experiments have been
fMRI experiments haveconducted to identify
been conducted brain regions
to identify involved
brain regions with the
involved withemotional
the emo-
engagement in pleasant
tional engagement advertising.
in pleasant MorrisMorris
advertising. et al. [34], for[34],
et al. instance, used fMRI
for instance, usedtofMRI
record
to
neural reactions to TV advertisements using a three-dimensional construct
record neural reactions to TV advertisements using a three-dimensional construct scale scale (namely
arousal,
(namelypleasure,
arousal, and dominance).
pleasure, Applying Advertisement
and dominance). Self-Assessment
Applying Advertisement Manikins
Self-Assessment
as a model for fMRI data, the authors associated frontal and temporal brain regions to
Manikins as a model for fMRI data, the authors associated frontal and temporal brain
pleasant and arousing advertising. More recently, Feng and Morris [35] offered a central
regions to pleasant and arousing advertising. More recently, Feng and Morris [35] offered
method merging a visual self-reported scale with fMRI to record emotional reactions
a central method merging a visual self-reported scale with fMRI to record emotional
to TV advertisements. They identified brain reactions to emotions in advertising, thus
revealing the relevance of the three key dimensions of emotion in recording sentiments
about advertisements. Similarly, Vecchiato et al. [36] measured EEG responses while
participants watched TV commercials. Their results showed frontal areas in the alpha band
when visualizing TV ads previously reported as pleasant. Other studies [37] evaluated
emotional responses to visual and communication elements using EEG and found that
positive frontal alpha asymmetry was experienced when the participants judged the visual
art stimuli as either beautiful or not beautiful. These authors found more positive emotional
reactions to the visual art stimuli irrespective of their aesthetics. Chang-Hee et al. [38]
explored whether applying the global field synchronization index (GFS index, an index
that correlates with cognitive mechanisms) to the EEG can be used to record modifications
in emotional arousal during video-viewing. Their results showed that the GFS index could
be used as an index for identifying emotional arousal modifications during video watching.
Several studies using fNIRS evaluated preference in advertising settings and concluded
that orbitofrontal cortices are engaged in emotional and preferred commercials [25,39].
EEG constitutes the neuroimaging technique that offers advertisers a trustworthy tool
to categorize top-down and bottom-up attention in advertising. In EEG investigations
into advertising, occipital alpha reactions have been associated with attention processes,
namely visual engagement during TV commercials [26,40]. Shestyuk et al. [41] further
assessed whether TV attention and Twitter interactions can be predicted using EEG. As
expected, their findings showed that the EEG measures correlated with the two behavioral
measures of TV attention and Twitter volume. Previous fMRI research reported a negative
correlation between attention toward public advertisements, evidenced by occipital activity,
and certainty in recognition, thus revealing that the attention-grabbing visual content of
advertisements could bar the retention of information [27]. A recent fMRI investigation
found that sex-congruent (vs. incongruent) product–voice combinations evoke brain areas
involved with endogenous attention [12]).
The first study using EEG to explore neural reactions of visual memory encoding with
regards to visual advertising was [42]. The authors concluded that the short- to long-term
memory transfer of information from TV advertisements is located in the left-brain hemi-
sphere. Smith and Gevins [40] used EEG in participants who viewed television commercials
to explore whether manipulations of semantic content, namely the inclusion of humorous
items, provoke differences in posterior cortical regions associated with executive processes.
More particularly, the authors concluded that the power of a posterior-distributed alpha
component provokes frontal lobe elicitation involved with episodic memory encoding.
Shestyuk et al. [43] and Astolfi et al. [44] assessed the neural mechanisms triggered by
successful memory-encoding of TV commercials. Aligning with previous studies, these
researchers corroborated that successful encoding of TV commercials influences the func-
tional communication among cortical areas regardless of the frequency band. Morey [45]
further evaluated the effects of message typology (negative or positive) on recognition
memory for political candidates using EEG (indexed as brain electrical activation in the
gamma band frequency range). The direct effect of gamma on memory highlighted the
potential of using EEG in the study of message processing. Along the same line, several
fMRI studies [45–47] found greater amygdala and fronto-temporal activity for memorable
versus unmemorable ads.
3.3.2. Neural Predictors of Communication Campaigns

Although persuasive ads often modify the audience’s self-reported perceptions to
develop behaviors, such self-reports do not necessarily derive behavior change. Neu-
roimaging studies have recently demonstrated the ability of brain reactions to persuasive
communications to forecast behavior modifications beyond the variance predicted by
self-reported responses. Several fMRI studies in the field of health communications have
shown that increased activity in the amygdala, a brain area related to affective processing,
predicts both quit intentions and population-level information-seeking; this was mediated
by activation in the ventromedial prefrontal cortex, an area associated with value computa-
tion [11,29,48]. Similar brain patterns were found in sunscreen use [49] and alcohol-quitting
behaviors [50]. Further fMRI studies found that the temporal lobe and cerebellum predict
out-of-sample preference and recall toward broadcasted TV commercials [51]. Recent fMRI
research has been directing attention to exploring the social influence mechanisms in the
processing of advertising, strongly supporting the ability of neural information to forecast
real-world behavioral performs beyond the imaging tools [52,53].
EEG experiments have also been used to predict consumers’ decision-making in
advertising settings. The study by [8], for example, concluded that the extracted measures
from EEG predict consumer decisions with high accuracy (>87%), and differentiate between
positive and negative preferences toward ads, with an accuracy of >63%. Along the same
line, Shestyuk et al. [54] assessed whether the persuasion of TV Super Bowl ads on YouTube
can be predicted using neural EEG records. Their results showed a correlation between
EEG metrics and self-reported ad effectiveness and the direct number of views on the
YouTube channel. Other studies [4,55,56] arrived at similar conclusions and corroborated
that EEG measures are related to real-world outcomes.
3.3.3. Neural Processing of Message Features: Sustainability and Political Ads

Neuroimaging can also assist in assessing the effectiveness triggered by ad elements,
as certain brain regions are associated with specific cognitive and affective processes (e.g.,
reward or attention). Extensive research has evaluated the neural mechanisms triggered
by different categories of sustainability and environmental advertising, namely gain- or
loss-framed, political, voice effects, or functional vs. experiential ads. For example, Casado-
Aranda et al. [30] conducted an fMRI study to reveal the neural effects of message framing
and voice sex in sustainability commercials. Their conclusions showed that the male voice
not only conveys stronger attitudes toward ecological advertisements, it also engages
brain areas associated with content–format integration and reward. Consequently, the
authors recommend that managers that target environmentally sustainable services and
goods, as well as environmental institutions, use male voices coupled with gain framing
in environmental advertising. Casado-Aranda et al. [57] were also interested in revealing
brain reactions to persuasive sustainable advertising that differs in temporal framing and in
the age of the voice presenting them. Their results not only report higher attitudes toward
future-framed messages (e.g., “If society does not act now, the effects of climate change
will soon become real”) spoken by young voices, but brain regions involved with relevance
and value are more strongly elicited by young voices and ecological messages about the
future. Vezich et al. [58] exposed participants in an fMRI to sustainability and standard
ads. Ratings were more favorable for green ads than for control ads, but the functional
MRI data suggested an opposite pattern: participants showed greater activation in regions
associated with personal value and reward (ventromedial prefrontal cortex and ventral
striatum) in response to control ads relative to green advertisements.
More recently, Medina et al. [59] assessed the differences in price processing among
consumers adopting sustainable habits (prosocial) as opposed to those who have not
(non-prosocial). Their findings showed that non-prosocial (vs. prosocial) consumers
exhibit greater activation in brain areas involved with reward, valuation, and choice
when evaluating price information. Other studies [60] used neuroimaging to explain how
environmental priming can increase consumer preferences for fashion products with green
logos and advertising. Their results corroborated that brain activations in the superior
parietal lobule and the bilateral lingual gyri are found during green-related communication,
reflecting the brain processes of relational reasoning, leading to increased preference for
fashion products that bear a green logo. Shestyuk et al. [61] assessed the neural responses to
functional and experiential ads using fMRI and found that these typologies are differently
processed in brain networks related to lower- and higher-level cognitive mechanisms. Chua
et al. [62] further clarified the neural correlates of high- and low-tailored (healthy) smoking
cessation messages. Their results showed that high-tailored (vs. low) messages strongly
elicit brain activations implicated in self-related processing. Seeling et al. [47] found that
low message sensation value (MSV) ads, that is, those with a low sensory intensity of
the audiovisual and content figures, are better remembered and produce more prefrontal
and temporal and less occipital cortex activation, suggesting that high MSV may divert
cognitive resources from processing ad content.
Political advertising research has recently applied neuroimaging to evaluate the neural
mechanisms of attitudes toward politicians. Spezio et al. [63], for example, displayed
images of losing and winning politicians to participants in a fMRI, while assessing which
looked more competent, attractive, and threatening. Neural data revealed that when
negative portrayal was enhanced, images of losing politicians provoked stronger activity
in areas associated with negative and risky feelings. Their results thus showed that
negative portrayals based on appearance exert greater effects on voting than positive
portrayals. Further studies ([64–66]) have explored the neural mechanisms underlying
the processing of positive and corruption-based political advertising. Along the same
line, Schmälzle et al. [22] evaluated the neural processing of rhetorically weak or powerful
political speeches and found stronger activation in the superior medial prefrontal cortex
and temporal gyri elicited by powerful speeches, thus revealing that suggesting that these
are more persuasive in taking control of the listeners’ brain responses.
4. Discussion
The limitations of self-report techniques in measuring consumer response to advertis-
ing stimuli necessitated the construction of more objective and accurate tools in the fields of
neuroscience and psychology for the study of consumer behavior, resulting in the creation
of consumer neuroscience. This recent marketing sub-field stems from a wide range of
disciplines and applies multiple types of techniques (e.g., fMRI, EEG, MEG, or fNIRS) to
diverse advertising subdomains (e.g., advertising constructs, media elements, or prediction
strategies). Due to its complex nature and continuous growth, this area of research requires
a clear understanding of its evolution, current scope, and potential domains in the field of
advertising. Several review papers attempted to fill this gap. For instance, Solnais et al. [24]
conducted a semantic cluster analysis of the limitations of the consumer neuroscience field
using an empirical review limited to 34 studies, with no specific focus on advertising. Other
studies analyzed the research of neuromarketing applied to consumer behavior through an
integrative literature review and revealed the main brain areas to be considered in future
research [9,67]. Several studies outlined the importance of neuroimaging studies and tools
for business managers and researchers [9,68,69]. Others [23] explained the potential of
neuroimaging for advertising researchers. However, scarce attention has been paid to the
relative importance of neuroimaging tools in advertising research, the most investigated
advertising subdomains and journals, as well as the lack of an approach to detect, quantify,
and visualize the main themes of advertising research that applies neuroimaging. The
current paper takes a step forward and constitutes the first to develop a bibliometric anal-
ysis to fill this research gap through a comprehensive empirical review combined with
performance techniques. Unlike previous studies, this research reveals, for the first time,
the evolution of the application of neuroimaging in advertising research (with a strong
increase between 2010 and 2019), as well as the main research tools (mainly fMRI and EEG),
journals (interdisciplinary outlets), and themes (neural correlates of emotion, attention,
and memory; neural predictors of communication campaigns; and neural processing of
measure features) that are worth considering in future research.
Particularly, we identified 203 theoretical or empirical articles published between 1986
and 2019 that performed advertising research using neuroimaging techniques, namely
fMRI, EEG, MEG, or fNIRS. The results of the bibliometric analysis help answer RQ1
regarding the evolution of the subject. The number of advertising-related papers focusing
on neuroimaging increased considerably between 2010 and 2019. The comprehensive
empirical review offers a response to RQ2: the articles identified fMRI and EEG as the most
common tools. The use of fMRI has significantly increased in the last three years compared
to EEG. These findings align with those of previous research emphasizing the advantages of
fMRI over other neuroimaging techniques, as fMRI is non-invasive and able to cover most
of the deeper brain structures where the main decision-making processes occur [23,70,71].
No less important and linked to RQ3, we identified the most widely explored advertising
subdomains, as well as the journals most commonly cited and thus of interest to advertising
research. The results of the bibliometric analyses highlight the worldwide distribution of
the most outstanding journals in this research arena. The data also offer information on
the international distribution of the most outstanding academic outputs and journals in
this area of research. The findings regarding the most common journals corroborate the
interdisciplinarity characteristic of the field of consumer neuroscience, showing the higher
predisposition of marketing journals to accept papers on neuroimaging methods.
The co-word analysis conducted using Scimat software [32] enabled performance
examinations to detect, quantify, and visualize the contribution of themes to the whole
research field (RQ4). The analysis of the strategic diagram spanning all the consumer neuro-
science research revealed that neuromarketing, behavior, meta-analysis, and the technique
fMRI are the driving themes, that is, the most compelling and highly developed themes
currently in the field of advertising research that applies neuroimaging tools. Streams such
as social influence and preference are likely to play an important role in future neuroimag-
ing studies due to their emerging position. Most importantly, the findings highlight that
traditional EEG asymmetry and memory themes have increased in importance in recent
years. Thus, prediction and identification of the neural correlates of social influence while
online consumers process advertising are future lines of research. Emotion and brand are
still transversal topics in consumer neuroscience publications.
5. Conclusions
5.1. Implications for Theory and Practice
Theoretically, the current findings contribute to the line of thought challenging the
relevance of neuroimaging in the evaluation of advertising persuasion. For the first time,
this research reflects: (1) the typology of neuroimaging studies developed in the field of
advertising in general, and sustainable in particular; and (2) a synthesis of the elements of
advertising to which more attention has been paid from the perspective of neuroimaging.
Particularly, to gain insight into the most-explored advertising subdomains in neuroimag-
ing studies, we detected the main research streams in neuroimaging studies in the field of
advertising. More specifically, studies have focused on revealing the neural correlates of
key constructs in message effectiveness, such as emotion, attention, and memory. Another
line of research has investigated the ability of neural responses to predict behavior after
persuasive campaigns. Other studies, in turn, have explored the neural processing of
message features, such as sex of the voice, political messages, or message framing (Table 3).
Together, the lines of research identified here should form the basis for further analysis of
the neural effects of different types of communication on consumer behavior.
The findings of the bibliometric study should be considered in communication cam-
paign strategies adopted by firms, as they highlight the type of communication that is most
persuasive from a neural point of view. Specifically, the results of neuroimaging studies
corroborate that the activation of frontal brain areas is related to a greater value, reward, and
persuasion associated with communicative stimuli. Occipital brain areas have been related to
attentional processes and certainty in recognition. Therefore, those communication campaigns
that provoke frontal and occipital neural experiences will be more persuasive. Other studies
have corroborated that the amygdala and the frontal ventromedial cortex constitute cerebral
areas capable of predicting the persuasion of communication campaigns. More importantly,
research in the field of sustainable advertising corroborates that the use of a young male voice,
presenting messages that emphasize the future consequences of acting responsibly, is the most
persuasive combination of elements from a neural point of view.
Table 3. Overview of main research streams and topics in consumer neuroscience and advertising.
Main Research
Main Topics and Message Features Studies
Stream
Neural Correlates of Emotion, Attention, and Memory
• Neural responses to arousal, valence, and • Morris et al. [34]; Shen and Morris [35];
dominance in advertising Chang et al. [31]
Emotion • Alpha asymmetry during pleasant stimuli • Vecchiato et al. [36]; Cheung et al. [37]
• Brain activations toward preferred commercials
• Burns et al. [39]; Krampe [25]
and videos
• EEG alpha reactions to attentional processes • Rothschild et al. [26]; Smith and Gevins [40];
Attention toward TV commercials Shestyuk et al. [41]
• Brain reactions toward recognized and relevant • Langleben et al. [27]; Casado-Aranda et al.
advertisements [14]
• Short- and long-term memory through EEG • Rossiter et al. [42]
Memory • Brain regions associated with visual and
• Smith and Gevins [40]; De Vico Fallani et al.
executive processes when visualizing diverse
[43]; Astolfi et al. [44]; Morey [45]
semantic content
• Brain networks related to memorable vs.
• Bakalash and Riemer [46]; Seelig et al. [47]
non-memorable advertising
Neural predictors of communication campaigns
• Neural predictors of persuasive health
Health • Doré et al [48]; Falk et al. [11,29]; Burns et al.
communications (smoking cessation or sunscreen
communication [49]; Courtney et al. [50]
use)
• Social influence mechanisms in the processing of
Social influence • Cascio et al. [52]; Kuss et al. [53]
advertising
EEG accuracy to • Prediction of TV commercials effectiveness by • Golnar-Nik et al. [8]; Guixeres [54]; Deitz
predict preference means of EEG et al. [56]; Venkatraman et al. [4]
Neural processing of measure features
• Neural processing of sustainable and political
• Casado-Aranda et al. [6,14,21]; Medina et al.
ads: loss vs. gain; future vs. past; young vs. old
Message contents [59]; Lee et al. [60]; Seelig et al. [47];
voice; male vs. female voice; high and low
Couwenberg et al. [58]; Chua et al. [59]
tailored messages
Political • Candidates images; positive vs. corruption • Spezio et al. [60]; Casado-Aranda [61];
messaging messages; weak vs. powerful political speech Schmälzle et al. [22]
5.2. Limitations
Although the dataset from the ISI Web of Science is comprehensive and is not restricted
to specific journals (e.g., business, management, or psychology), it is not exhaustive.
Bibliometric studies can be subjective as they require choices to be made as to the timeframe
and terminology, as well as identifying the core research streams. For example, papers
tangentially approaching advertising research that did not include the key terms used
for the search may have been missed by the current analysis. Along the lines of previous
research [24], we decided to only include papers applying neuroimaging techniques,
omitting biometrics or eye-tracking research tools. Further research may replicate this
analysis by considering only psychophysiological methods. The articles reviewed in
this survey were all published in English. Future research should investigate research
published in other languages to highlight their contribution to the field. Notably, the
ISI Web of Science database is currently maintained by Clarivate Analytics, which has
integrated the Web of Science service with the ISI Web of Knowledge.
5.3. Avenues for Future Research

5.3.1. Neural Activity as a Predictor of Behavioral Changes
The most recent studies in neuroimaging and advertising demonstrate the ability of
neural responses to predict changes in consumer behavior, beyond self-reported results [48].
This procedure is being applied to evaluate the effectiveness of health-related messages
(such as tobacco or sunscreen use [50]) as well as the effect of peer influence on the
effectiveness of advertising [53]. Although neural activations have been shown to be a
predictor of behavioral changes, further efforts are needed in several areas in advertising
and business research, for example, evaluating the capacity of neural responses triggered
by sustainable advertising to predict ecological purchases. It would also be of interest
to assess whether the neural response associated with messages promoting responsible
online game behaviors are useful in predicting modifications in online gaming behaviors.
Given the recent growth in online shopping and the automatic nature of decisions in this
purchase context [14], a future area of research may explore the predictive ability of neural
responses associated with web-based communication elements (such as seals of approval
or hedonic vs. utilitarian items) to forecast online shopping attitudes or behaviors. Some
potential research questions include the following: (1) To what extent do neural responses
associated with gain vs. loss messages that promote responsible habits predict changes in
recycling levels? (2) To what extent do the warnings about the time played provoke brain
activations that manage to predict the reduction in the amount of the online bets? (3) Do
the brain’s responses associated with rating systems forecast increased online shopping
intentions and behaviors?
5.3.2. Neural Correlates of Persuasion: Understudied Types of Messages

Other research in the field of neuroimaging has consistently evaluated the neural
correlates of attention, emotion, and persuasion linked to a multitude of message typologies,
such as corruption vs. positive political items, loss vs. gain, future vs. past, and high-
vs. low-tailored (e.g., [57,58] or [22]). No investigation to date, however, has explored
the neural correlates of persuasion in messages that promote individual responsibility in
emergency situations, such as the COVID-19 pandemic [72]. Further, the extent to which
hedonic vs. utilitarian, sexual vs. non-sexual, sustainable vs. unsustainable, or assertive vs.
non-assertive messages (e.g., [73]) trigger brain activations implicitly related to persuasion
has not yet been clarified in the present body of literature on neuroimaging and advertising.
When addressing the above-mentioned issues, an important research step will be clarifying
the neural origin of the preference and persuasion of various message types.
5.3.3. Complementarity of Consumer Neuroscience Techniques in Advertising Evaluation

The current bibliometric study demonstrated the ability of several neuroimaging
techniques to assess and predict the persuasion of different types of messages. How-
ever, as shown in Figure 5, the use of the fNIRS technique is still in its early stages, so
future research should corroborate the usefulness and reliability of this tool in the field
of advertising. Psychophysiology methods considerably contribute to the field of adver-
tising. Despite their application being more consolidated than neuroimaging techniques,
it would be advisable to use them as a complementary resource to the results obtained
with neuroimaging techniques. Note that unlike neuroimaging techniques that evalu-
ate brain responses, psychophysiology responses evaluate the physiological bases (i.e.,
body reactions) of psychological processes. Hence, autonomic nervous system excitement,
electrical heartbeat activations, or eye fixation changes measured by skin conductance,
electrocardiography, or eye-tracking, respectively, can be useful to corroborate the results
obtained by neuroimaging techniques in further research.
5.4. General Conclusions

Despite the recent increase in studies applying neuroimaging techniques to explore
consumer reaction to advertising stimuli, most studies surprisingly omitted an overview
of the evolution, current scope, and potential domains of interest for consumer neuro-
science. In the present study, we identified key areas in (sustainable) advertising research
applying neuroimaging techniques, the structure of the thematic networks of the research
themes in the academic literature, and important insights that can shape future research.
Particularly, this is the first bibliometric study to identify the research tools, journals, and,
most importantly, the conceptual subdomains and driving themes that will play an im-
portant role in further research in the field of advertising persuasion assessed through
neuroimaging. Therefore, this bibliometric study constitutes a starting point for academics
and professionals interested in conducting consumer neuroscience research in the field of
advertising.
Hence, the findings of this article offer advertising researchers and professionals
an accurate and objective framework of the main current scientific research combining
neuroimaging and advertising. Advertising managers as well as information and documen-
tation professionals, by incorporating these findings into their strategies, would bolster and
guarantee their credibility, persuasion, and value in a time marked by an unprecedented
explosion in information.
Author Contributions: Conceptualization, L.-A.C.-A.; methodology, L.-A.C.-A. and A.-B.B.-M.;

software, L.-A.C.-A. and J.S.-F.; validation, J.S.-F.; formal analysis, J.S.-F. and L.-A.C.-A.; data curation,
L.-A.C.-A.; writing—original draft preparation, L.-A.C.-A. and A.-B.B.-M.; writing—review and
editing, A.-B.B.-M.; visualization, J.S.-F.; supervision, J.S.-F.; funding acquisition, J.S.-F. and L.-A.C.-A.
All authors have read and agreed to the published version of the manuscript.
Funding: This research was funded by Fundación Ramón Areces, RARECES19-01 “Neuronline:
La neurociencia como herramienta de comprensión de los efectos cognitivos y afectivos de las
características del diseño web en la intención de compra online” (Luis-Alberto Casado-Aranda) and
Junta de Andalucía, B-SEJ-220-UGR18 (Juan Sánchez-Fernández).
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Data will be available on request.
Conflicts of Interest: The author declares no conflict of interest.
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sustainability

Abstract: The limitations of self-report techniques (i.e., questionnaires or surveys) in measuring

Academic Editors: Flavio Boccia and 1. Introduction

Sustainability 2021, 13, 1589. https://doi.org/10.3390/su13031589 https://www.mdpi.com/journal/sustainability

using neuroimaging techniques and/or other types of psychophysiological methods to

1.1. The Value of Consumer Neuroscience in the Field of Advertising Research

Sustainability 2021, 13, x FOR PEER REVIEW 3 of 20

Sustainability 2021, 13, 1589 4 of 20

Author Number of Papers Author Number of Papers

Table 2. Papers with the highest number of citations.

Title Authors Year Citations

Figure 6.Figure 6. Main in

A brief review on the use of functional near-infra-

Predicting Advertising Success Beyond Tradi- Venkatraman, V, Dimoka, A, Pavlou,

3.3.2. Neural Predictors of Communication Campaigns

3.3.3. Neural Processing of Message Features: Sustainability and Political Ads

5.3. Avenues for Future Research

5.3.2. Neural Correlates of Persuasion: Understudied Types of Messages

5.3.3. Complementarity of Consumer Neuroscience Techniques in Advertising Evaluation

5.4. General Conclusions

Author Contributions: Conceptualization, L.-A.C.-A.; methodology, L.-A.C.-A. and A.-B.B.-M.;

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