What Is Neuromarketing?

As the world becomes more digitally connected and as technology continues to create new opportunities for businesses, one of the most exciting trends is neuromarketing. 

Neuromarketing is a field of research that uses neuroscience to help understand what goes on in the minds of consumers when making purchasing decisions. 

It’s already having a big impact on marketing strategies, but there’s still a lot we don’t know about how consumers make buying decisions.

Neuromarketing explained – YouTube
Key Takeaways
1. Neuromarketing combines neuroscience and marketing to understand consumer behavior.
2. It studies how the brain processes information and makes decisions related to marketing stimuli.
3. Techniques like eye-tracking, EEG scans, and fMRI scans are used to measure brain activity and reactions.
4. Businesses can leverage neuromarketing insights for impactful advertising and user-oriented designs.
5. Ethical considerations arise due to the potential of subconscious manipulation, but responsible use is possible.

What Is Neuromarketing?

Neuromarketing is a relatively new discipline that uses neuroscience to understand how the brain works and how it influences our behavior. It’s also a marketing tool, science, and discipline.

While there are many ways to study consumer behavior, neuromarketing is unique in its application of neuroscience concepts such as attention and motivation to understand consumer decision-making processes. 

By understanding these processes at a deeper level, companies can improve their ability to connect with consumers on an emotional level (i.e., where we care about something), instead of solely relying on rational appeals (i.e., where we logically weigh options).

Building a successful marketing strategy involves understanding the intricate workings of the human brain. Explore the 11 Reasons Why Your Brain Will Win Your Buyer’s Decision to uncover how cognitive processes influence purchasing choices.

What Does Neuromarketing Research Look Like?

Neuromarketing research is a branch of marketing research that uses neuroscience methods to understand consumers’ behavior and decision-making processes.

Neuromarketing research uses fMRI and EEG to study brain activity. 

The goal is to identify the specific areas of the brain activated when a person thinks about different brand attributes or product categories, for example, or when she encounters particular stimuli in an advertisement such as a logo design, music or even colors.

The information gathered from these techniques provides marketers with valuable insights into how people mentally process information differently depending on who they are (their personality), and what they have been exposed to before (experience).

As well as their environment (context). This can help companies tailor their product offerings toward certain segments of customers while avoiding others altogether.

Why Do Neuromarketers Use Neuroimaging Techniques?

Neuroimaging techniques allow us to see what is happening in the brain when we are exposed to stimuli. 

These techniques allow us to see which areas of the brain are activated when we are exposed to stimuli and also allow us to determine which parts of our brain are responsible for different behaviors.

Neuromarketers use these techniques because they give them insight into how consumers think, feel and behave when they’re exposed to certain marketing messages or brands. 

In addition, neuromarketing has allowed companies to gain more insight into their customers’ motivations and decision-making processes than traditional market research tools have been able to provide previously.

Establishing trust with your audience is paramount in marketing. Dive into insightful techniques outlined in Neuromarketing Posts to Build Trust with Your Prospects and Customers and learn how to foster a strong relationship with your customers.

How Did The Field Of Neuroeconomics Start?

Neuroeconomics is a relatively new field. The term was coined in the early 1990s, and it refers to the study of how the brain makes economic decisions. It’s considered a subfield of psychology, but also has ties to neuroscience and economics.

Neuroeconomics is just one branch of behavioral economics, which studies how emotion affects decision-making processes (and vice versa). Behavioral economists believe that human beings are irrational actors who often make decisions based on emotions rather than logic or reason. 

For example, people may buy something because it’s beautiful even when they don’t need it; conversely, they might pass up buying something because they feel guilty over spending money on themselves instead of saving/investing for retirement/etcetera (source: [1]).

What Is A Neuroeconomist’s Job?

A neuroeconomist’s job is to study decision-making in economic contexts. Neuroeconomics is the study of the neural mechanisms and psychological processes that underlie economic decision-making. 

It is a new and emerging field of research that studies the interactions between the brain, mind, and markets.

Neuroeconomics applies neuroscience methods to gain insights into how our brains process information about prices, products, brands, and other aspects of consumer choice. 

This can help companies better understand consumers’ perceptions of value or even predict their future behavior based on emotions like anxiety or excitement (or lack thereof).

A Rhetorical Approach To The Study Of Neuromarketing And Neuroeconomics

Neuromarketing is a field of research that uses neuroscience to understand how people make decisions, especially in economic contexts.

Neuroeconomics is a subfield of cognitive neuroscience, which is a subfield of neuroscience.

The term “neuroeconomics” was coined by Earl Blair in 1969 to describe his approach to the study of decision-making (Blair 1969). Since then, the term has been used with different meanings (e.g., see Montague et al., 2002). 

In general terms, however, neuroeconomics refers to a new discipline that draws from economics and neuroscience fields and seeks to apply knowledge from each area toward understanding human behavior and decision-making at both individual levels as well as societal ones (Glimcher & Rustichini 2004; Glimcher 2008b; Glimcher 2010). 

One aim would be for instance not just knowing how much money someone will spend if offered it (i.e., consumer behavior), but also why this particular person makes this particular choice given their particular set of circumstances (Diamond & Glimcher 2007).

First impressions matter, especially in the world of products. Discover the psychology behind initial product impressions in the article, How Your Brain Decides to Like a Product from First Sight, and enhance your understanding of consumer behavior.

Neuroeconomics And Neuromarketing Have Been Embraced By A Large Part Of The Business Community

Neuromarketing has been embraced by the business community. Neuroeconomics and neuromarketing are becoming more important in marketing and business. 

Many companies are embracing these techniques, for example, Google reads your brainwaves to predict what you’ll click on next.

Neuroeconomics is being used in marketing because it can help understand how people think about money and make decisions around spending it.

A key area where neuroeconomics has a lot of potentials is in understanding how we make decisions when faced with risk or uncertainty (risk aversion), which is a major factor determining our purchasing behavior: do I buy this product that costs $20? Or wait for something better at $30? And if I wait for something better does it even exist?

The Results Obtained With Neuroeconomic Methods Are As Pertinent As They Are Questionable

The results obtained with neuroeconomic methods are as pertinent as they are questionable. While the field of neuroeconomics is still in its infancy, there has been much progress made in recent years. 

The use of functional Magnetic Resonance Imaging (fMRI) scans enables researchers to observe brain activity while participants make decisions about monetary rewards and punishments. 

For example, when people are given a choice between two options (such as taking $15 instead of $10), the medial prefrontal cortex region of their brains lights up when they reject an initial offer and increases dramatically when they reject an offer after it has been increased by 50%.

Neuroeconomic research can also be applied to marketing and advertising campaigns to help companies better understand how consumers behave when presented with different offers or stimuli. 

Using this information could lead companies towards more effective ways of attracting new customers while retaining existing ones.

The Most Used Neuroeconomic Methodologies

fMRI: Functional magnetic resonance imaging (fMRI) is a neuroimaging technique that uses MRI technology to measure brain activity by detecting changes associated with blood flow.

EEG: Electroencephalography (or EEG) is a medical diagnostic test that measures the electrical activity of the brain through electrodes placed on the scalp.

TMS: Transcranial magnetic stimulation (TMS) uses electromagnetic induction to stimulate small areas of the brain noninvasively. It can be used for pain management and research into perception, language, memory, and motor control.

NIRS: Near-infrared spectroscopy (NIRS) is an optical method for measuringoglobin concentrations within tissues such as muscle or brain tissue via spectra of near-infrared light; it has been used extensively in medicine since its introduction in the 1970s.

But has only recently been adapted to neuroscience applications such as functional neuroimaging and assessment of oxygenation levels in cerebral blood vessels using diffuse optical tomography

Neuroimaging research opens new avenues for marketers to enhance their strategies. Uncover how brain research can elevate your marketing skills in the comprehensive guide, How Neuroimaging Research Can Help You Become a Better Marketer.

Can Neuroscientific Data Help Predict Future Market Trends?

The field of neuromarketing is still very new, but it’s quickly becoming an invaluable resource to anyone who wants to predict future market trends. 

Neuroscientists can use EEG technology, or electroencephalography, which measures the electrical activity on the surface of the brain. This data can then be analyzed with a complex algorithm that can identify patterns associated with certain behavior or emotion.

Neuroscience has already been proven effective in predicting political trends: one study found that brain activity could accurately predict 92% of participants’ voting preferences based on their brain scans alone! 

An exciting result like this suggests that neuroscience could be used in any field where predictions are needed from marketing your next product launch or determining what kind of advertising will resonate most strongly with customers, to predicting consumer behavior in response to new legislation (for example).

What Is The Role Of Emotions In Neuromarketing And Neuroeconomics?

It’s no secret that emotions are important in marketing. Research has shown that the emotion of happiness can help sell products as much as 39%. Think about it: if you were happy and excited about a product, would you be more likely to buy it?

But what about economics? What role do emotions play there? According to one study done by Oxford University economists, when food prices increased in Kenya during drought conditions in 2010-11, farmers lost their jobs and became poorer. 

But instead of taking any action against this vast inequality, they simply accepted their fate. In other words, when times get hard economically for some people and not others (i.e., there is an unequal distribution of wealth), people tend not to act out against this injustice.

Because they don’t want any conflict with those who have more resources than them even though those resources could potentially be used for good causes rather than just making someone richer at others’ expense!

Emotions Can Be Measured Using Several Different Tools. One Often Used Tool Is Facial Expressions

A computer program that measures facial expression is called a Facial Expression Recognition (FER) device and is useful for measuring emotional response to stimuli as well as determining whether or not a person is lying when they answer questions.

Another method of measuring emotions through facial expressions involves cameras, which are usually placed at eye level so that they capture the entire face and head area of the subject being tested. 

These cameras have very high resolution so they can produce detailed images of any parts of the face, including eyebrows, lips, cheeks, and eyes. 

These images can then be analyzed by software to determine if there has been any movement in these areas – a sign of excitement or sadness depending on where it occurs on your face!

Are Neuroscientific Findings Reliable?

You may have heard of neuroscientific findings that claim to reveal something about your brain, like “your brain loves this” or “your brain is wired for a specific behavior.” But are these findings reliable?

Not always. It all depends on the technique used to measure brain activity and the way researchers interpret their results. 

Some neuroscientists use technology like fMRI (functional magnetic resonance imaging) and EEG (electroencephalography) machines that visualize blood flow in different parts of the brain during different activities. 

Other scientists study how people behave in response to certain stimuli by using surveys and questionnaires that ask participants how they feel about products or brands.

Both methods have their limitations: fMRI machines can be expensive, so researchers often only study small groups of people; 

Similarly, asking people questions about their feelings isn’t always reliable because it’s hard for them to remember details from previous interactions with brands over time especially if they haven’t had much interaction with those brands at all!

Are Neuroscientific Results Generalisable Or Can They Only Be Applied To Very Specific Cases?

Neuromarketing is a relatively new approach to understanding consumer behavior. It uses neurological methods to better understand what happens in people’s brains when they are exposed to marketing stimuli and make buying decisions.

Neuroscience, however, is a general approach that can be applied to any number of contexts: understanding the brain does not necessarily mean you will fully understand marketing. 

For example, there are many cases where neuroscience findings are not generalizable outside of lab settings. 

As such, neuroscience should be considered alongside other approaches (e.g., behavioral economics) when trying to understand consumer behavior and how it relates to consumer choice and decision-making processes in real-world situations (e.g., grocery shopping).

Crafting compelling marketing strategies involves utilizing subtle yet powerful techniques. Explore the article on 17 Subtle Yet Powerful Ways to Use Neuromarketing to Increase Sales to discover effective methods for driving sales through cognitive triggers.

Has Neuroscience Been Used In Other Areas Than Marketing Or Economy? An Example From Political Science

In addition to understanding the brain of consumers and their decisions, neuroscience has also been used to study the brains of other groups. 

An example from political science is that people who are more liberal tend to have a larger volume in their anterior cingulate cortex (ACC), whereas those who are more conservative have a smaller ACC. 

This indicates that liberals might be better at seeing both sides of an argument while conservatives focus on one side only. This makes sense since these brain structures are involved in conflict resolution, which is vital for politics.


In sum, it is important to understand that the marketing and economics sectors are not the only fields of research that have adopted neuroscience to study decision-making processes. 

There are many other areas where this approach can be applied. For example, political scientists have also used neuroscience for their research on voting behavior (Liu et al., 2014).

Further Reading

Here are additional resources to delve deeper into the world of neuromarketing:

Neuromarketing: What You Need to Know: Harvard Business Review provides insights into the essential aspects of neuromarketing and its impact on consumer behavior.

Understanding Neuromarketing: A Comprehensive Guide: This comprehensive guide by Neuroscience Marketing offers a thorough explanation of neuromarketing principles and its applications.

Exploring Neuromarketing and its Significance: TechTarget’s article delves into the definition and significance of neuromarketing in the context of customer experience.


What is neuromarketing?

Neuromarketing is a field that combines neuroscience and marketing to understand how consumers’ brains respond to marketing stimuli, helping businesses create more effective strategies.

How does neuromarketing impact consumer decisions?

Neuromarketing studies how the brain processes information and makes decisions, providing insights into how consumers react to various marketing techniques and stimuli.

What are some common techniques in neuromarketing?

Neuromarketing employs techniques like eye-tracking, EEG scans, and fMRI scans to measure brain activity and eye movement, revealing subconscious reactions to marketing materials.

How can businesses utilize neuromarketing insights?

Businesses can use neuromarketing insights to design compelling advertisements, optimize product packaging, and create user-friendly websites, all of which resonate better with consumers’ subconscious preferences.

Is neuromarketing ethical?

Neuromarketing raises ethical considerations due to its ability to tap into consumers’ subconscious minds. However, when used responsibly and transparently, it can enhance marketing strategies without exploiting consumers.