Application of neuromarketing tools for marketing research

Abstract

Neuromarketing has formed an emerging area capable of establishing links between the study of consumer behaviour and neuroscience, based on technological innovations and neuroimaging technologies with capacity of obtaining brain´s data. The application of neuroimaging technologies in market research has led to a new universe of action in terms of information collection. The present study aims to carry out an analysis of the different neuroimaging tools, based on a methodolo-gy of analysis of theoretical elements combined with the study of specific cases.