Table 2 Studies selected on the dimensions of this review

i. Marketing stimuli used in Neuromarketing

Product

Chew et al. [17], Yadava et al. [18], Rojas et al. [19], Pozharliev [20], Touchette and Lee [21], Marques et al. [22], Shen et al. [23], Çakir et al. [24], Hubert et al. [25], Hsu and Chen et al. [26], Hoefer et al. [27], Gurbuj and Toga [28], Wriessnegger et al. [29], Wang et al. [30], Wolfe et al. [31], Bosshard et al. [32], Fehse et al. [33].

Price

Çakar et al. [34], Marques et al. [22], Çakir et al. [24], Gong et al. [35], Pilelienė and Grigaliūnaitė [36], Hsu and Chen [26], Boccia et al. [37], Venkatraman et al. [38], Baldo et al. [39].

Promotion

Soria Morillo et al. [40], Yang et al. [41], Cherubino et al. [42], Soria Morillo et al. [43], Vasiljević et al. [44], Yang et al. [45], Pilelienė and Grigaliūnaitė [36], Daugherty et al. [46], Royo et al. [47], Etzold et al. [48], Chen et al. [49], Casado-Aranda et al. [50], Randolph and Pierquet [51], Nomura and Mitsukura [52], Ungureanu et al. [53], Goyal and Singh [54], Oon et al. [55], Singh et al. [56].

ii. Activation of brain region due to marketing stimuli

Soria Morillo et al. [40], Chew et al. [17], Cherubino et al. [42], Soria Morillo et al. [43], Çakar et al. [34], Boksem and Smitds [57], Bhardwaj et al. [58], Venkatraman et al. [38], Touchette and Lee [21], Yang et al. [45], Marques et al. [22], Gong et al. [35], Gordon et al. [59], Krampe et al. [60], Hubert et al. [25], Çakir et al. [24], Holst and Henseler [61], Hsu and Cheng [62], Hoefer et al. [27], Chen et al. [49], Casado-Aranda et al. [50], Wang et al. [30], Jain et al. [63], Wolfe et al. [31], Bosshard et al. [32], Fehse et al. [33].

iii. Neural response recording techniques

EEG

Soria Morillo et al. [40], Yang et al. [41], Chew et al. [17], Cherubino et al. [42], Soria Morillo et al. [43], Yadava et al. [18], Doborjeh et al. [64], Çakar et al. [34], Kaur et al. [65], Baldo et al. [19], Boksem and Smitds [57], Pozharliev et al. [20], Venkatraman [38], Touchette and Lee [21], Yang et al. [45], Pilelienė and Grigaliūnaitė [36], Shen et al. [23], Daugherty et al. [46], Royo et al. [47], Gong et al. [35], Gordon et al. [59], Hsu and Chen et al. [26], Hoefer et al. [27], Randolph and Pierquet [51], Nomura and Mitsukura [52], Bhardwaj et al. [58], Fan and Touyama [66], Rakshit and Lahiri [67], Jain et al. [63],Ogino and Mitsukura [68], Oon et al. [55], Bosshard et al. [32].

fMRI

Venkatraman et al. [38], Marques et al. [22], Hubert et al. [25], Hsu and Cheng [62], Chen et al. [49], Casado-Aranda et al. [50], Wang et al. [30], Wolfe et al. [31], Fehse et al. [33].

fNIRS

Çakir et al. [24], Krampe et al. [60].

EMG

Missagila et al. [69]

Eye tracking

Venkatraman [38], Rojas et al. [19], Pilelienė and Grigaliūnaitė [36], Çakar et al. [34], Ceravolo et al. [70], Ungureanu et al. [53]

Galvanic skin response, heart rate

Cherubino et al. [42], Çakar et al. [34], Magdin et al. [71], Goyal and Singh [54], Singh et al. [56].

iv. Brain signal processing in Neuromarketing

Cherubino et al. [42], Bhardwaj et al. [53], Venkatraman [38], Pozharliev et al. [20], Boksem and Smitds [57], Wriessnegger et al. [29], Fan and Touyama [66], Pilelienė and Grigaliūnaitė [36], Yadava et al. [18], Baldo et al. [19], Clerico et al. [72], Chen et al. [49], Casado-Aranda et al. [50], Hsu and Cheng [62], Taqwa et al. [73], Bhardwaj et al. [58],Wang et al. [30], Rakshit and Lahiri [67], Goyal and Singh [54], Jain et al. [63], Oon et al. [55], Fehse et al. [33],

v. Machine learning applications in Neuromarketing

Soria Morillo et al. [40], Yang et al. [41], Chew et al. [17], Soria Morillo et al. [43], Yadava et al. [18], Doborjeh et al. [64], Gordon [59], Gurbuj and Toga [28], Wriessnegger et al. [29], Wang et al. [30], Taqwa et al. [73], Bhardwaj et al. [58], Randolph and Pierquet [51], Fan and Touyama [66], Rakshit and Lahiri [67], Goyal and Singh [54], Jain et al. [63], Ogino and Mitsukura [68], Oon et al. [55], Singh et al. [56].