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International Journal of Academic Research in Economics and Management Sciences

Open Access Journal

ISSN: 2226-3624

To Better Understand the Role of Emotional Processes in Decision-Making

Ahmed H. Alsharif, Nor Zafir Md Salleh, Rohaizat Baharun

http://dx.doi.org/10.6007/IJAREMS/v10-i2/9883

Open access

The advancement of neuroscience technology has been attracted companies' and researchers' attention. Therefore, neuromarketing studies have increased globally from about one article in 2004 to over 570 articles in 2020 based on the Web of Science database. This study aims to highlight the neuroimaging tools, the neuroanatomy of the brain, and analyses the related literature and investigates the influence of emotion on decision making via the neuromarketing approach. The finding of the research is that emotion has a substantial effect on decision-making. Where neuromarketing presents unrivalled possibilities to record the active regions in consumers' brains and provide precise data about which neurons are active when exposed to marketing stimuli.

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In-Text Citation: (Alsharif et al., 2021)
To Cite this Article: Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). To Better Understand the Role of Emotional Processes in Decision-Making. International Journal of Academic Research in Economics and Managment and Sciences, 10(2), 43–59.