Neuromarketing is a new discipline that uses neuroscientific methods to record the sensory, cognitive and emotional responses of consumers, obtaining objective indices related to the behavior of choice. This discipline bases traditional marketing with neurology and psychology to observe what happens in people's brains in response to some stimuli such as products, sales points or advertising to determine the strategies that drive today's consumer to purchase. Neuromarketing seeks the cause-effect relationships between the external simulation (trigger) and the consumer's response. In particular, it deals with the unconscious cognitive brain and body responses and with the brain mechanisms of which the consumer is unaware.

Keywords: Neuroscience; Marketing; Advertising

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Research Unit in Affective and Social Neuroscience

Catholic University of the Sacred Heart

Largo A. Gemelli 1 - 20123 - Milano, Italy