Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

• Published in: Behavioral sciences Vol. 12; no. 12; p. 472
• Main Authors: Alsharif, Ahmed H., Salleh, Nor Zafir Md, Al-Zahrani, Shaymah Ahmed, Khraiwish, Ahmad
• Format: Journal Article
• Language: English
• Published: Switzerland MDPI AG 23.11.2022; MDPI
• Subjects: Accuracy; Advertising; Advertising campaigns; brain processes; Brain research; Consumer behavior; Consumers; Decision making; Electroencephalography; Emotions; Marketing; Medical imaging; Neuroimaging; neuromarketing; Neurophysiology; Neurosciences; Physiology; PRISMA; Review; Subconscious; Trends; WoS database; United Kingdom; PRISMA; advertising; brain processes; neuromarketing; WoS database

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 li...