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Functional MRI is a primary neuroimaging tool used within the field of neuromarketing to observe brain activity related to consumer behavior, as evidenced by its role in identifying subconscious triggers [1], measuring pleasure responses [2], and facilitating multimodal cognitive analysis [3]. Furthermore, fMRI is frequently employed in specific neuromarketing research studies to analyze brand perception and consumer wellbeing {fact:5, fact:6}.
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Neuro-insights: a systematic review of neuromarketing perspectives ... frontiersin.org 2 facts
claimMarques dos Santos, J. P. and Marques dos Santos, J. D. (2024) conducted an fMRI study on brand perception using explainable artificial intelligence (xAI) in the field of neuromarketing, published in Frontiers in Human Neuroscience.
referenceRecent neuromarketing research includes studies by Tan and Lee (2024) using fMRI and questionnaires; Ülker et al. (2025) using GSR, PPG, and questionnaires; Xu and Liu (2024) using EEG; Zhang et al. (2024) using fMRI and questionnaires to study consumer wellbeing; Adalarasu et al. (2025) using EEG and questionnaires to study emotional intelligence; Khubchandani and Raman (2025) using eye-tracking (ET) and questionnaires to study SOR Theory; Lopez-Navarro et al. (2025) using EEG, EDA, and questionnaires to study perception; Marques et al. (2025) using EDA and FEA to study the Elaboration Likelihood Model (ELM); Šola et al. (2025) using eye-tracking (ET) to study the Technology Acceptance Model (TAM); and Yu et al. (2025) using fNIRS to study anthropomorphism and pro-social behavior.
Marketing and Consumer Psychology - iResearchNet business-psychology.iresearchnet.com 1 fact
claimNeuromarketing combines consumer psychology and neuroscience to identify subconscious triggers for buying behavior using tools like fMRI and eye-tracking, as noted by Plassmann et al. (2012).
What Neuroscience Tells Us About Consumer Desire - Baker Library library.hbs.edu 1 fact
claimfMRI is used in neuroscience and neuromarketing to view the brain's pleasure center, where increased desirability of an object correlates with more significant changes in blood flow.