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Neuromarketing
A relatively new, interdisciplinary field of research in market research that builds on the findings of neuroeconomics – and is not entirely without controversy. The concept of neuromarketing is based on the assumption that customers make purchasing decisions primarily on the basis of unconscious emotional reactions. Neuromarketing uses neurophysiological measurement methods to study these reactions in order to better understand how consumers respond to products, advertising, and sales environments – with the aim of influencing these responses and thus purchasing decisions at the point of sale (the store) through measures such as music or scents.
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- Basics
- Communication of Cells
The Human Brain Project: Review/Preview
The Human Brain Project has come to an end. It was more than the initial visions of its founder – as its legacy shows.
06.11.2023
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- Smell & Taste
Fragrant Brands
Companies are focusing on the sense of smell in their marketing: fragrances are intended to bind customers to the brand.
03.07.2025
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Glossary
15.03.2017
