Hooman Amiri - Department of Business Administration, Payame Noor University, Tehran, Iran.
Ali Ghorbani - Department of Business Administration, Payame Noor University, Tehran, Iran.
Mirza Hassan Hosseini - Department of Business Administration, Payame Noor University, Tehran, Iran.
Ali Akbar Jowkar - Department of Business Administration, Payame Noor University, Tehran, Iran.

Objective: The role of unconscious factors in the motivational process, both in decision making and education, has increasingly been noticed. The effectiveness of commercial, non-commercial, and educational messages, as well as the structures of educational advertisements in neuromarketing, are discussed because the advertising audience has complex emotions. It is essential to determine the impact of motivational factors. In this regard, the present systematic review study was conducted to identify motivational factors related to the effectiveness of neuromarketing advertising. Methods: In this systematic review study, English full-text articles published on Science Direct, Scopus, Google Scholar, and Emerald databases from ۱۹۹۰ to ۲۰۲۱ were searched with the keywords of “neuromarketing”, “commercial and non-commercial messages”, “ad effectiveness”, “behavior”, and “attitude”. Afterward, the qualified articles were reviewed. Results: Firstly, ۹۰۰ articles were identified from different databases, of which ۳۰۰ met the inclusion criteria. A total of ۲۱۰ articles were deleted because they lacked experimental studies. Accordingly, ۹۰ articles were selected for the final review. In total, ۳۷ factors were identified related to the effectiveness of advertising in neuromarketing. Conclusion: The two most influential factors in the research were attention and positive emotions. The greatest emphasis on the effectiveness of advertising is on attention-drawing stimuli and provoking positive emotions. Memory and negative emotions were identified as two other critical factors among the influencing factors.

Advertising, Neuromarketing, Consumers’ attitude, Systematic review