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Analysis of neural findings and marketing implications: A systematic review of fMRI applications in branding
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Azim Zarei    , Behnam Hasannezhad * |
| Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran , hasannezhad_behnam@semnan.ac.ir |
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Abstract: (3 Views) |
Background and aims: With the rise of neuromarketing, neuroimaging, particularly fMRI, has become an increasingly important tool for understanding consumers’ brain responses to brands. This study systematically reviews fMRI research on branding and examines the strategic implications for marketing.
Methods: Following PRISMA guidelines, we searched Scopus, Web of Science, PubMed, and ScienceDirect for studies published between 2013 and 2024, yielding 1,564 records. After screening, 19 eligible studies were selected for qualitative analysis. Extracted data were organized by type of brand stimulus, activated brain regions, and cognitive-emotional dimensions.
Results: Across studies, strong and familiar brands consistently activated brain regions linked to reward processing (ventromedial prefrontal cortex, vmPFC), emotion (amygdala), and memory (hippocampus). Organic or unfamiliar brands more often engaged cognitive control regions (dorsolateral prefrontal cortex, dlPFC). Neural responses also differed by advertisement type: hedonic advertisements recruited emotional–reward circuits, whereas utilitarian advertisements engaged cognitive pathways. Subtle stimuli such as price, design, and symbols were shown to influence perceived value and purchase decisions via identifiable neural mechanisms.
Conclusion: The brand loyalty and consumer choices have neurobiological foundations and are not driven solely by conscious, rational processes. Incorporating these neural insights into traditional marketing models can improve the design of more effective and personalized branding and advertising strategies.
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| Keywords: fMRI, neuroimaging, cognition, advertising |
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Full-Text [PDF 1634 kb]
(1 Downloads)
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Type of Study: Review |
Subject:
Disaster Medicine
Received: 2025/09/22 | Revised: 2025/11/21 | Accepted: 2025/11/29 | Published: 2025/12/1
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