Neuromarketing: what it is, how it works, examples and methods

What is neuromarketing? What are the methods and tools of this discipline? Can it really help us determine the most effective forms of communication to influence the consumer’s decision process? In this article we offer an overview of this discipline, which is based on the methodologies of neuroscience, and present two case studies that attest to its potential, as well as the importance of knowing how to communicate to consumers at a cognitive level.

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