Neuromarketing

Stergios Symeonidis

Chapter 54 in Elgar Concise Encyclopedia of Neuroscience and Management, 2026, pp 191-196 from Edward Elgar Publishing

Abstract: Neuromarketing represents an interdisciplinary field that merges neuroscience, psychology, and marketing to explore the unconscious mechanisms shaping consumer decision-making and emotional engagement. Introduced as a term by Ale Smidts in 2002, the discipline has evolved from early experimental research using neuroimaging tools such as EEG and fMRI to a globally applied practice across various marketing domains. By measuring consumers’ cognitive and emotional responses in real time, neuromarketing provides insights that traditional methods often fail to capture. Supported by technological progress and ethical frameworks, it enables researchers and practitioners to understand, predict, and optimise consumer behaviour and marketing effectiveness.

Keywords: Neuromarketing; Consumer behaviour; Neuroscience; Decision-making; Emotional engagement; Marketing strategy (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035332885
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