The concept of neuromarketing combines marketing, psychology and neuroscience. Consumer behaviour can now be investigated at both an individuals conscious choices and underlying brain activity levels. The concept investigates the non-conscious processing of information in consumers brains. Human decision-making is both a conscious and non-conscious process in the brain. Non-conscious information has a large influence in the decision-making process.

Conventional market research, such as focus groups or surveys, are typically used to understand behaviour and decision-making. However, it results in an incompatibility between market research findings and the actual behaviour exhibited by the target market at the point of purchase.

is the brain of business growth, the nerve center of business productivity and market sensitivity. Along with sales, the marketing concept is firmly at the core of business activities that make the company competitive, and it is driven by the fundamental truth that profits are generated by customers rather than products or services.

Agarwal & Dutta, 2015 | Glanert, 2012 | Shiv & Yoon, 2012 | Svicevic, 2017