Neuromarketing is an emerging discipline that derives from the application of neuroscientific knowledge and practices to marketing, in order to analyze the irrational processes that occur in the consumer’s mind and that unknowingly affect purchase decisions or the greater or lesser emotional involvement in of a brand.
The term “neuromarketing”, coined by Ale Smitds in 2002, refers to the use of neuroscientific techniques to have a more complete understanding of the consumer and create more effective marketing strategies. This emerging discipline offers a solution
complementary to traditional market research, providing a solution to some problems and limitations associated with them. We must start from the assumption that individuals do not always say what they think: shame, prejudices or fear of others’ judgment, in fact, can condition the answers to questionnaires and focus groups. Beyond what you choose not to say, there are several factors that influence perception without individuals being aware of it.
For marketing, the big news brought by neuromarketing concerns the use of neuroscientific tools and knowledge. However, this discipline is also inspired by other sciences that, over the years, have proven their usefulness for understanding the consumer and what drives him to buy. In fact, it is common to find, in the literature and in the studies conducted in this area, references to knowledge belonging to behavioral economics and
cognitive and social psychology. The intertwining of these disciplines allows you to build a much more complete picture of the consumer and the unconscious motivations that guide daily choices.

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