Multimodal Neuromarketing for Advertising Effectiveness Evaluation: Research Progress and Future Directions

With the development of consumer neuroscience, multimodal neuromarketing has increasingly been applied to advertising effectiveness evaluation. This review examines electroencephalography (EEG), functional magnetic resonance imaging (fMRI), eye tracking (ET), galvanic skin response (GSR), and facial electromyography (fEMG), focusing on what each measure contributes to the assessment of advertising responses and how their combination can extend conventional evaluation. Rather than treating multimodality as a simple aggregation of devices, the review considers its value in terms of measurement complementarity, cross-modal evidence convergence, and multimodal data fusion. Evidence from advertising and related consumer-response research suggests that these approaches can connect visual attention, neural processing, physiological arousal, affective responses, memory, and consumer choice. Applications and related evidence span audiovisual advertising, influencer marketing, online advertising, and consumer choice prediction. However, the evidence remains heterogeneous, and the interpretive limits of individual measures continue to matter. Ecological validity, small samples, high-dimensional data, model generalizability, and neurodata governance are therefore important concerns. Future research should emphasize theoretically guided multimodal designs, naturalistic stimuli, independent validation, artificial intelligence, and responsible data use. Overall, multimodal neuromarketing is best understood as a complementary framework that can enrich advertising research when different measures are selected and interpreted in relation to a common theoretical question.