Although neuromarketing research has developed, the current studies lack to provide comprehensive insights into neuromarketing and marketing mix. Therefore, this study has designed to provide a comprehensive overview of neuromarketing, classification of neuroimaging and physiological tools are currently used in the marketing mix, and highlights the neural responses of consumer’s behavior (e.g., emotions, attention, motivation, reward processing, and perception) to be considered in the marketing mix. This study followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to select relevant documents for this article. In this study, 106 articles and review papers were extracted and analyzed from the Web of Science database to fill the gap in the literature. We found that 10 tools have been used in studying the marketing mix, such as advertising, brand, price, and product). For example, electroencephalography was the most applied tool, while advertising was the most marketing mix employed. We also found that the frontal and temporal gyri were correlated with pleasure/displeasure and high/low arousal. The occipital lobe is linked to attention processes, while the hippocampus relates to long and short-term memory. Such findings provide valuable insights into the neural responses in marketing mix research.

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Graph theory is a well-established mathematical concept that is widely used in numerous applications such as in biology, chemistry and network analysis. The advancement in the theory of graph has led to the development of a concept called autocatalytic set. In this paper, a mathematical modeling technique namely graph-based dynamic modeling of palm oil refining process is introduced. The system parameters are identified in detail in the beginning of the paper. The parameters involved are the chemical compounds used or produced during the refining process. These identified parameters are then modeled as the vertices and edges of the graph. The dynamicity of the system is then simulated and analyzed. The system is simulated using MATLAB software programing. The two final products produced by the refining process agreed with results obtained from other published methods. Hence, the effectiveness and simplicity of the model are established.

Energy system in power plants is one of the most frequently mentioned areas in thermal energy. The aim of this study is to model the heat transfer of a furnace in order to minimize energy losses. The furnace system is simulated using fuzzy arithmetic, namely, the uncertain model inputs are represented by fuzzy numbers. The analysis of the model is presented in this paper.

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