Glossary of Marketing Studies and Research
Neuromarketing draws on research in cognitive neurosciences in order to improve the marketing approach.
Neurosciences are the scientific study of the nervous system. Cognitive neurosciences aim to understand neurobiological mechanisms related to cognition, particularly thought processes managing treatment of information (memory, reasoning…) and elementary capacities such as perception, motricity and emotions.
Thanks to cognitive neurosciences, today’s marketers will be able to study human brain reactions when exposed to stimulations in order to test and then improve brand image, products and communication tools such as publicity.
Applying neuromarketing methods means using findings of researchers in neurosciences in the marketing field, or using tools specially designed to measure parameters related to consumers cognition. These tools are