Neuromarketing

Neuromarketing is a field that claims to apply the principles of neuroscience to marketing research, studying 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) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response; sensors to measure changes in one's physiological state, also known as biometrics, including heart rate, respiratory rate, and galvanic skin response; facial coding to categorize the physical expression of emotion; or eye tracking to identify focal attention - all in order to learn why consumers make the decisions they do, and which brain areas are responsible. Certain companies, particularly those with large-scale ambitions to predict consumer behaviour, have invested in their own laboratories, science personnel or partnerships with academia. Serving nearly 1,700 members in more than 90 countries, the Neuromarketing Science & Business Association today centralizes academic publications and certifications and serves as a networking platform for professionals in the field.

Companies such as Google, CBS, Frito-Lay, and A & E Television amongst others have used neuromarketing research services to measure consumer reactions to their advertisements or products.

In the late 1990s, both Neurosense (UK) and Gerald Zaltman (USA) had established neuromarketing companies. In 2006, Dr. Carl Marci founded Innerscope Research, which was acquired by Nielsen in May 2015 and renamed Nielsen Consumer Neuroscience. Unilever's Consumer Research Exploratory Fund (CREF) too had been publishing white papers on the potential applications of Neuromarketing.

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