Neuromarketing
From Wikipedia, the free encyclopedia
Neuromarketing is a new field of
marketing that studies consumers'
sensorimotor,
cognitive, and
affective response to marketing stimuli. Researchers use technologies such as
functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain,
electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (
heart rate, respiratory rate,
galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.
