Paper Details

Name: Chandni Sharma
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 ( July- Dec)
Page Number: 130-139
DOI: https://doi.org/10.5281/zenodo.23559944

Neuromarketing applies neuroscientific tools to analyze human behavior in relation to markets and market exchanges, offering a window into the largely unconscious processes that drive consumer choice. Because consumer decision-making frequently operates below conscious awareness, relying on emotion-based evaluation systems, traditional self-report techniques such as surveys and focus groups capture only a fraction of the underlying psychological processes. This paper reviews the principal neuromarketing methods (functional magnetic resonance imaging (fMRI), electroencephalography, eye tracking, and biometric measures) and examines their contributions to understanding consumer choice and priorities. Neuroimaging research has identified a distributed valuation network (centered on the nucleus accumbens, medial prefrontal cortex, and insula) through which product preference, price acceptability, and purchase decisions can be predicted at above-chance rates. EEG and eye-tracking measures are increasingly favored in applied settings for their low cost, portability, and high temporal resolution. The paper also addresses the significant ethical, methodological, and commercial challenges facing the field, including consumer privacy, sample-size limitations, and threats to scientific credibility.

Keywords: Neuromarketing; Consumer neuroscience; Consumer decision-making; Neuroimaging methods