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Classifications of neuroimaging and physiological tools used in advertising research.
| Classifications | Tool | No. of Studies | Percentage (%) |
|---|---|---|---|
| Neuroimaging tools | EEG | 38 | 50% |
| fMRI | 20 | 26.3% | |
| fNIRS | 4 | 5.3% | |
| Physiological tools | ET | 14 | 18.4% |
| GSR | 12 | 15.8% | |
| ECG/HR | 9 | 11.8% | |
| IAT | 4 | 5.3% | |
| EMG | 3 | 4% | |
| Self-report | Surveys, interviews, observation | 7 | 9.2% |
