Abstract
Neuromarketing comprises neuroscience, biometrics, and facial recognition for marketing purposes, and currently the main technology is EEG, fMRI and eye-tracking. However, these technologies don't ensure the scalability and portability required to Neuromarketing as stated in chapter 2. This way, other type of technology is emerging in order to overcome these needs. This chapter reviews the Neuromarketing technology (Hosseini, 2017). This chapter gives an overview and focused on the fields of brain technology (Fogoros, 1991), including biometric, and the ability to use brain responses to ascertain how consumer evaluate marketing stimuli.
TopNeuromarketing Technologies
Neuromarketing uses state-of-art technology, to enable achieving the goal of applying Neuromarketing in the field. Technologies enable techniques such as: EEG, GSR, facial recognition, fMRI, eye tracking, among others. Furthermore, specific tools and metrics are gathered from the technology that can provide measures of consumer emotions (Sousa & Gaspar, Emotion, Brain, feelings, Insights: How We See You?, 2015).
Table 1.
Neuromarketing technology
| Technology | Acronym | Measure |
| Electroencephalography | EEG/SST | Electric fields from the surface of the brain/ Changes in steady state visually evoked potentials. |
| Eye-Tracking | ET | Corneal reflectivity |
| Facial Recognition | FACS | Action units of facial muscle activity |
| Functional Magnetic Resonance Imaging | fMRI | Blood oxygenation level, using medical imaging |
| Heart Rate | HR | Electrical pulse transduction emanating from the heart |
| Implicit Association Tests | IAT | Behavioral response |
| Magnetic Resonance Imaging | MRI | Change in energy state of hydrogen molecules in the brain, using medical imaging |
| Motion | | Accelerometers applied to central or peripheral points on the body |
| Respiratory Rate | RR | Changes in breathing patterns |
| Skin Conductance/Galvanic Skin Response | EDA/SCR/GSR | Electrical conductance of the skin controlled by autonomic nervous system |
| Voice Pitch Analysis | VPA | Vocal cord vibration |
| Magnetoencephalography | MEG | Changes in magnetic fields associated with neuronal activity |