Analysis of neural findings and marketing implications: A systematic review of fMRI applications in branding

Zarei, Azim; Hasannezhad, Behnam

doi:10.22034/27.3.97

[Home ] [Archive]

[ فارسی ]

Main Menu

Home

Journal Information

Articles archive

For Authors

For Reviewers

Ethics

Contact us

Search in website

Receive site information

Index

‌

Volume 27, Issue 3 (10-2025)

EBNESINA 2025, 27(3): 97-109

Back to browse issues page

Analysis of neural findings and marketing implications: A systematic review of fMRI applications in branding

Azim Zarei

, Behnam Hasannezhad ^*

Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran , hasannezhad_behnam@semnan.ac.ir

Keywords: fMRI, neuroimaging, cognition, advertising

Full-Text [PDF 1634 kb] (256 Downloads) | Abstract (HTML) (813 Views)

Type of Study: Review | Subject: Disaster Medicine
Received: 2025/09/22 | Revised: 2025/11/21 | Accepted: 2025/11/29 | Published: 2025/12/1

Extended Abstract: (264 Views)

Introduction

In today’s competitive marketplace, brands have become cultural, psychological, and emotional symbols that strongly shape consumer preferences and choices [1]. Understanding consumers’ mental and neural processes is therefore essential for modern marketing. Neuromarketing as an interdisciplinary field combining neuroscience, economics, and marketing, examines consumers’ unconscious brain responses to marketing stimuli [3]. Among available techniques, functional magnetic resonance imaging (fMRI) is one of the most precise noninvasive methods, allowing observation of brain activity in response to brands, advertisements, product designs, and pricing [7].This systematic review was performed to analyze fMRI findings in branding, identify common neural patterns, offer practical recommendations, and highlight gaps in the literature.

Methods

This systematic review followed PRISMA guidelines. We searched Scopus, Web of Science, PubMed, and ScienceDirect (2012–2024) using combinations of keywords such as “fMRI AND branding,” “neuromarketing AND brand perception,” and “consumer neuroscience AND brand preference.” From 1,564 records initially identified, duplicates were removed and titles and abstracts screened, leaving 83 articles for full-text review. Nineteen studies met inclusion criteria—rigorous designs (block-based, event-related, within- or between-group), adequate sample sizes, and valid analytical methods—and were included in the final analysis. Data extraction focused on stimulus type (logo, name, advertisement), activated brain regions, cognitive–emotional dimensions, and marketing implications.

Results

Findings clustered into five main themes:
1) Consumer decision-making: Strong, familiar brands engage reward-related regions (ventromedial prefrontal cortex, vmPFC), emotion-related areas (amygdala), and memory structures (hippocampus) [11]. Brand names that reference product benefits elicit both cognitive and emotional activation and speed decision-making [22]. The insula plays a key role in processing positive and negative emotions during brand-extension evaluations [18].
2) Advertising response: Non-celebrity ads often evoke greater appeal via activation of self-referential regions and the reward system [25]. Hedonic ads activate reward-related areas (hippocampus, orbitofrontal cortex), whereas utilitarian ads engage cognitive regions (middle temporal gyrus) [26]. Neural measures can predict consumer behavior, with appeal and engagement serving as effective predictors of brand interest and purchase intention [27].
3) Brand loyalty and trust: Popular brands recruit reward pathways (vmPFC); organic or functional brands more strongly engage cognitive networks (dorsolateral prefrontal cortex, dlPFC) [30]. The brain processes brand trust differently from interpersonal trust, treating brands as cultural objects [31]. Seller-credibility symbols (e.g., crowns) increase vmPFC activity and can raise willingness to pay [32].
4) Pricing and perceived value: Higher prices can enhance experienced pleasure through vmPFC and ventral striatum activation [35]. Distinct neural mechanisms underlie explicit price processing (dlPFC-related) versus implicit price signals (insula-related) [34].
5) User experience and product design: Perceived product beauty influences purchase decisions via reward circuits (amygdala, orbitofrontal cortex) and perceived functional value [36]. Presenting design examples early in ideation may induce fixation and reduce creativity [37].

Discussion and Conclusion

Branding is not solely cognitive; it is deeply entwined with emotional and reward systems. fMRI offers powerful insights into unconscious consumer responses and can inform more effective advertising, naming strategies, psychological pricing, and product design. Strategic recommendations include aligning advertising with product type, using price as a quality signal, balancing aesthetics and functionality in design, and accounting for cultural and religious values in branding. Future research should address the challenges identified in the studies evaluated in this review, including methodological heterogeneity, Western-centric samples, small sample sizes, and ethical considerations. Specifically, future investigations should focus on integrating neural findings with classical marketing models, expanding research to Eastern markets, and developing comprehensive ethical frameworks for neuromarketing research

Funding

There is no funding support.

Authors’ Contribution

All authors contributed to the conceptualization, execution, and initial drafting of the manuscript, as well as its revision. All authors approved the final version and accept responsibility for the accuracy and integrity of the content.

Conflict of Interest

Authors declared no conflict of interest.

Acknowledgments

The authors would like to thank the faculty members of Semnan University for their cooperation in the execution of this study.

References

1. Rafiei S, haghighi nasab m, Yazdani Hr. The effect of marketing-mix efforts and corporate image on brand equity in the IT software sector. New Marketing Research Journal. 2013;2(4):182-195. [Persian]

2. Haghighinasab M, Kamyabi R. Assessing the brand positioning of cosmetic products from the consumers’ perspective by using the perceptual map technique. New Marketing Research Journal. 2021;10(4):151-172. [Persian] doi:10.22108/nmrj.2020.122898.2114

3. Hubert M, Kenning P. A current overview of consumer neuroscience. Journal of Consumer Behaviour: An International Research Review. 2008;7(4‐5):272-292.

4. Morin C. Neuromarketing: The new science of consumer behavior. Society. 2011;48(2):131-135. doi:10.1007/s12115-010-9408-1

5. Zhang J, Lee E-J. “Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement. Journal of Business Research. 2022;149:494-505. doi:10.1016/j.jbusres.2022.04.022

6. Alsharif AH, Salleh NZM, Baharun R. Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes. 2021;3(5):13-22.

7. Hyo Jung C, Michael OB, Ronald CA, Chompoonut S. An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions. Journal of Consumer Behaviour. 2016;15(6):538-548. doi:10.1002/cb.1591

8. Ruanguttamanun C. Neuromarketing: I put myself into a fMRI scanner and realized that i love Louis Vuitton Ads. Procedia - Social and Behavioral Sciences. 2014;148:211-218. doi:1016/j.sbspro.2014.07.036

9. Alsharif AH, Salleh NZM, Baharun R, Hashem E AR, Mansor AA, Ali J, Abbas AF. Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes. Sustainability. 2021;13(11):6488. doi:10.3390/su13116488

10. Sánchez-Fernández J, Casado-Aranda L-A. Neural predictors of changes in party closeness after exposure to corruption messages: an fMRI study. Brain Sciences. 2021;11(2):158. doi:10.3390/brainsci11020158

11. Schaefer M, Rotte M. Favorite brands as cultural objects modulate reward circuit. Neuroreport. 2007;18(2):141-145. doi:10.1097/WNR.0b013e328010ac84

12. Marques dos Santos J, Seixas D, Brandao S, Moutinho L. Neuroscience in branding: A functional magnetic resonance imaging study on brands' implicit and explicit impressions. Journal of Brand Management. 2012;19:735-757. doi:10.1057/bm.2012.32

13. Montague PR, Berns GS. Neural economics and the biological substrates of valuation. Neuron. 2002;36(2):265-284. doi:10.1016/s0896-6273(02)00974-1

14. Plassmann H, Ramsøy TZ, Milosavljevic M. Branding the brain: A critical review and outlook. Journal of Consumer Psychology. 2012;22(1):18-36. doi:10.1016/j.jcps.2011.11.010

15. Hubert M, Hubert M, Mariani M. Cue‐reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective. Psychology & Marketing. 2023;41:677-692. doi:10.1002/mar.21946

16. Ahmed H A, Nor Zafir Md S, Rohaizat B, Alharthi Rami HE, Aida Azlina M, Javed A, Alhamzah FA. Neuroimaging techniques in advertising research: Main applications, development, and brain regions and processes. Sustainability. 2021;13(11):6488. doi:10.3390/su13116488

17. Siddique J, Shamim A, Abid M. The hope and hype of neuromarketing: a bibliometric analysis. Journal of Contemporary Marketing Science. 2023;6(1):21-21. doi:10.1108/JCMARS-07-2022-0018

18. Yang T, Kim J-H, Kim J, Kim S-P. Involvement of bilateral insula in brand extension evaluation: an fMRI study. Scientific Reports. 2021;11(1):3387. doi:10.1038/s41598-021-83057-8

19. Al-Kwifi OS, Abu Farha A, Ahmed ZU. Dynamics of Muslim consumers’ behavior toward Halal products: Exploration study using fMRI technology. International Journal of Emerging Markets. 2019;14(4):689-708. doi:10.1108/ijoem-11-2017-0486

20. Marques dos Santos J, Moutinho L, Seixas D, Brandao S. Neural correlates of the emotional and symbolic content of brands: A neuroimaging study. Journal of Customer Behaviour. 2012;11:69-94. doi:10.1362/147539212X13286273975319

21. Al-Kwifi OS. The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products. Journal of Product & Brand Management. 2016;25:208-218. doi:10.1108/JPBM-12-2014-0774

22. Hillenbrand P, Cervantes J, Barrios F. Better branding: Brand names can influence consumer choice. Journal of Product and Brand Management. 2013;22(4):300-308. doi:10.1108/JPBM-04-2012-0120

23. Marques Dos Santos JP, Marques Dos Santos JD. Explainable artificial intelligence (xAI) in neuromarketing/consumer neuroscience: an fMRI study on brand perception. Frontiers in Human Neuroscience. 2024;18:1305164. doi:10.3389/fnhum.2024.1305164

24. Motoki K, Sugiura M, Kawashima R. Common neural value representations of hedonic and utilitarian products in the ventral striatum: An fMRI study. Scientific Reports. 2019;9(1):15630. doi:10.1038/s41598-019-52159-9

25. Chang HJ, O'Boyle M, Anderson R, Suttikun C. An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions: An fMRI study of advertising appeals. Journal of Consumer Behaviour. 2016;15(6):538-548. doi:10.1002/cb.1591

26. Casado-Aranda L-A, Sánchez-Fernández J, Viedma MI. Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study. Journal of Interactive Marketing. 2022;57(2):296-322. doi:10.1177/10949968221087259

27. Shen F, Morris JD. Decoding Neural Responses To Emotion in Television Commercials. Journal of Advertising Research. 2016;56(2):193-204. doi:10.2501/JAR-2016-016

28. Masterson TD, Stein WM, Beidler E, Bermudez M, English LK, Keller KL. Brain response to food brands correlates with increased intake from branded meals in children: an fMRI study. Brain Imaging and Behavior. 2019;13(4):1035-1048. doi:10.1007/s11682-018-9919-8

29. Egamberdieva F, Egamberdieva S. Cognitive and neurolinguistic aspects of advertising discourse perception. International Journal of Industrial Engineering, Technology & Operations Management. 2024;2(2):52-58. doi:10.62157/ijietom.v2i2.60

30. Fehse K, Simmank F, Gutyrchik E, Sztrókay-Gaul A. Organic or popular brands—food perception engages distinct functional pathways. An fMRI study. Cogent Psychology. 2017;4(1):1284392. doi:10.1080/23311908.2017.1284392

31. Javor A, Kindermann H, Koschutnig K, Ischebeck A. The neural correlates of trustworthiness evaluations of faces and brands: Implications for behavioral and consumer neuroscience. European Journal of Neuroscience. 2018;48(6):2322-2332. doi:10.1111/ejn.14134

32. Xu Q, Gregor S, Shen Q, Ma Q, Zhang W, Riaz A. The power of emotions in online decision making: A study of seller reputation using fMRI. Decision Support Systems. 2020;131:113247. doi:10.1016/j.dss.2020.113247

33. Goodman AM, Wang Y, Kwon WS, Byun SE, Katz JS, Deshpande G. Neural correlates of consumer buying motivations: A 7T functional Magnetic Resonance Imaging (fMRI) Study. Frontiers in Neuroscience. 2017;11:512. doi:10.3389/fnins.2017.00512

34. Linzmajer M, Hubert M, Hubert M. It’s about the process, not the result: An fMRI approach to explore the encoding of explicit and implicit price information. Journal of Economic Psychology. 2021;86:102403. doi:10.1016/j.joep.2021.102403

35. Schmidt L, Skvortsova V, Kullen C, Weber B, Plassmann H. How context alters value: The brain’s valuation and affective regulation system link price cues to experienced taste pleasantness. Scientific Reports. 2017;7(1):8098. doi:10.1038/s41598-017-08080-0

36. Chattaraman V, Deshpande G, Kim H, Sreenivasan KR. Form ‘defines’ function: Neural connectivity between aesthetic perception and product purchase decisions in an fMRI study. Journal of Consumer Behaviour. 2016;15(4):335-347. doi:10.1002/cb.1575

37. Fu K, Sylcott B, Das K. Using fMRI to deepen our understanding of design fixation. Design Science. 2019;5:e22. doi:10.1017/dsj.2019.21

Send email to the article author

Add your comments about this article

‎ 10.22034/27.3.97

Ethics code: مروری کد ندارد

Mendeley

Zotero

RefWorks

Zarei A, Hasannezhad B. Analysis of neural findings and marketing implications: A systematic review of fMRI applications in branding. , EBNESINA. 2025; 27 (3) :97-109
URL: http://ebnesina.ajaums.ac.ir/article-1-1418-en.html

Rights and permissions
	This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Volume 27, Issue 3 (10-2025)

Back to browse issues page

Persian site map - English site map - Created in 0.13 seconds with 37 queries by YEKTAWEB 4784