what is neuromarketing?
neuromarketing. A recently coined term for the marketing of products and services based on objective neurologic data gleaned from imaging studiesâe.g., functional magnetic resonance imaging, EEG, steady state topography, etc.âwhich assess specific regional changes in brain activity in response to marketing stimuli.
Neuromarketing measures psychological, sensorimotor, cognitive, and affective responses, as well as physiologic changes (e.g., heart rate, respiratory rate, galvanic skin response), to study consumer decision making.