Neuromarketing is a commercial marketing communication field that applies neuropsychology to market research, studying consumers' sensorimotor, cognitive, and affective responses to marketing stimuli. The potential benefits to marketers include more efficient and effective marketing campaigns and strategies, fewer product and campaign failures, and ultimately the manipulation of the real needs and wants of people to suit the needs and wants of marketing interests.
Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel, or partnerships with academia. Neuromarketing is still an expensive approach; it requires advanced equipment and technology such as magnetic resonance imaging (MRI), motion capture for eye-tracking, and the electroencephalogram. Given the amount of new learnings from neuroscience and marketing research, marketers have begun applying neuromarketing best practices without needing to engage in expensive testing.
Neuromarketing is an emerging disciplinary field in marketing. It borrows tools and methodologies from fields such as neuroscience and psychology. The term "neuromarketing" was introduced by different authors in 2002 (cf. infra) but research in the field can be found from the 1990s.