The field of neuromarketing—sometimes known as consumer neuroscience—studies the brain to predict & potentially even manipulate consumer behavior & decision making.
“Neuromarketing” loosely refers to the measurement of physiological & neural signals to gain insight into customers’ motivations, preferences & decisions, which can help inform marketing. Brain scanning, which measures neural activity & physiological tracking, which measures eye movement, are the most common methods of measurement.
For example, by analyzing brain activity or physiological responses, marketers can identify which ad designs, colors, or messages trigger the strongest emotional responses in their target audience.