Unveiling Neuromarketing and Its Research Methodology

Abstract

Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.