The marketing of products and services based on objective neurologic data gleaned from imaging studies–e.g., functional MRI, EEG, steady state topography and so on, which assess specific regional changes in brain activity in response to marketing stimuli. ´
Neuromarketing (NM) measures psychological, sensorimotor, cognitive, affective responses, as well as physiologic changes–e.g., heart rate, respiratory rate, galvanic skin response, to learn the whys and hows of consumer decision making, with the hope of using the data to sell refrigerators to Eskimos, paintings to the blind and audio systems to the deaf. Of the imaging studies and various benchmarks of NM, only functional MRI has provided objective data supporting validity of the nascent science of NM.
Synonyms Consumer neuroscience, decision science, subliminal marketing