Overview of Neuromarketing: Foundations and Development

Abstract

Neuromarketing combines neuroscience, psychology, and marketing to explore consumer behavior at a subconscious level. By using tools like fMRI, EEG, eye-tracking, and biometrics, it measures consumers' emotional and cognitive responses to marketing stimuli, offering deeper insights than traditional methods. Neuromarketing helps marketers create more personalized campaigns by understanding what drives consumer choices. Key methodologies include fMRI for identifying brain areas linked to emotions and decision-making, EEG for capturing real-time reactions, and eye-tracking to analyze visual attention. Brands like Coca-Cola and Nike use these insights to enhance emotional connections and boost loyalty. However, ethical concerns arise regarding privacy, manipulation, and informed consent, as these techniques may exploit subconscious triggers. Ensuring transparency and ethical use is crucial as neuromarketing continues to shape the future of advertising and consumer engagement.