It consists of the application of techniques belonging to the neurosciences, in the field of marketing and that analyzes the levels of emotion, attention and memory according to the stimuli perceived consciously or subconsciously. The above in order to have more accurate information about the reaction of consumers and improve the management of resources for marketing and sales of companies; as well as to the improvement of the products themselves, their characteristics, manipulation, acceptance, consumer reaction, etc. Through the collection of reactions to these stimuli, Neuromarketing is able to point out how to improve a product or service and how the consumer’s decision processes are.
It is a specialized type of Market Research that uses peripheral and central psychophysiological measurements (brain activity, heart rate, galvanic response of the skin, etc.) of the studied subjects to obtain conclusions.
It is an advance in marketing, which continues to evolve and take complementary steps, in the knowledge of consumer behavior. In this advance is complemented by studies and advances, existing within the scientific rigor of neuroscience