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 past decade, neurophysiological and physiological tools have been used to explore consumer behaviour toward advertising. The studies into brain processes (e.g., emotions, motivation, reward, attention, perception, and memory) toward advertising are scant, and remain unclear in the academic literature. To fill the gap in the literature, this study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol to extract relevant articles. It extracted and analysed 76 empirical articles from the Web of Science (WoS) database from 2009–2020. The findings revealed that the inferior frontal gyrus was associated with pleasure, while the middle temporal gyrus correlated with displeasure of advertising. Meanwhile, the right superior-temporal is related to high arousal and the right middle-frontal-gyrus is linked to low arousal toward advertisement campaigns. The right prefrontal-cortex (PFC) is correlated with withdrawal behaviour, and the left PFC is linked to approach behaviour. For the reward system, the ventral striatum has a main role in the reward system. It has also been found that perception is connected to the orbitofrontal cortex (OFC) and ventromedial (Vm) PFC. The study’s findings provide a profound overview of the importance of brain processes such as emotional processes, reward, motivation, cognitive processes, and perception in advertising campaigns such as commercial, social initiative, and public health.

This paper aims to explore academicians’ perceptions and perspectives regarding the limitations, challenges, and potential solutions of neuromarketing implementations in the Malaysian context. A semi-structured interview with 16 academicians was conducted. The findings revealed that several issues had impeded the growth of neuromarketing, such as ethical and manipulation concerns, the high cost, the need for specialized expertise, lack of proper knowledge and understanding, the lack of financial resources, the lack of labs and facilities, and time requirements. Despite these obstacles, the academicians suggested several potential solutions to enhance the application of neuromarketing, such as establishing strong collaborative networks, providing labs and facilities, increasing financial resources, complying with laws and regulations, and reducing tools and experiment costs. This study will significantly contribute to the body of knowledge by increasing awareness of the potential difficulties in implementing neuromarketing techniques and helping to guide future research and development. This information can inform decision making by practitioners, researchers, and stakeholders, allowing them to make more informed decisions about using and implementing neuromarketing. To the best of the authors’ knowledge, no current study has identified avenues for future research in neuromarketing and the emerging challenges and limitations that researchers may face in Malaysia. The current paper aims to foster the application of neuromarketing by providing potential solutions to overcome the obstacles researchers face. Moreover, quantitative research is required to test, measure, and validate the items revealed in this study’s findings.

He growth interesting in discovering the consumers’ behaviours, emotional and cognitive processes in marketing research have led to an increasing number of publications. This paper evaluates the global research trends in the neuromarketing/consumer neuroscience domain based on the most productive journals, countries, institutions, authors, the number of documents and citations. This paper was structured based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework in selecting all relevant documents for this bibliometric study. A total of 119 documents have been extracted and analysed from the Scopus database. The findings revealed that Spain is the leading country in this field of research with 21 publications, and the most productive institution was Universidad Complutense de Madrid, with seven documents. In addition, Ma, Q. is the most prolific author with four publications and 11 citations. Interestingly, although Frontiers in Psychology is the most productive journal with 11 publications, the Comunicar journal has the highest average citation per item. Keywords and citation analysis are highly significant to know the most impactful documents and words in neuromarketing. For example, EEG (18 occurrences and 43 total link strength) mean EEG occurrence 22 times, and total link strength for these occurrences are 43 links with neuromarketing theme. Chew L.H. et al., have published the most cited document with 27 citations. We believe that our study will provide a comprehensive overview of global trends in the neuromarketing domain.

Despite the considerable attention toward tourism and hospitality, neuro-tourism remains largely unexplored within academic investigations. This study is designed to provide bibliometric analysis in tourism, neuro-tourism, and hospitality research using VOSviewer to fill the gap. We followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant papers on the Scopus database between January 2009 and July 2023. Analyzing 971 papers revealed that the UK is the top country in publication (289 papers and 11,391 citations), while Italy was the lowest country on the list (42 papers and 4651 citations). Buhalis, D., was identified as the most influential author, with 18 papers and the highest-cited papers (1833 citations). Furthermore, the strongest pair authors correlation was between Okumus, F. and Rahimi, R., with 468 links, highlighting a significant degree of connection between their respective references. Keywords related to tourism, neuro-tourism, and hospitality include "halal tourism," "urban tourism," "rural tourism," "food tourism," "Islamic hospitality," "hospitality ecosystem," and "neuroscience." “International Journal of Contemporary Hospitality Management” was the most productive journal (96 papers and 4,312 citations). Furthermore, this journal published the most-cited paper, "An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research,” with 687 citations. This is the first study to conduct the bibliometric analysis of tourism, neuro-tourism, and hospitality research; therefore, it will lead to more publications on related subjects by directing the researchers to less studied fields such as neuro-tourism. Additionally, scholarly collaborations may improve the depth of this research.