Neuromarketing, also known as consumer neuroscience, is a field of study that focuses on the analysis of the brain to forecast and, potentially, even manipulate the behaviour and decisionmaking of consumers. Over the course of the past five years, a number of ground-breaking studies have shown that it has the opportunity to generate value for marketers. The assessment of physiological and neural signals to delve into the choices, judgements, and possible motives of customers order to delve into the choices, judgements, and possible motives of customers is what is generally meant when the term “neuromarketing” is used. Standard techniques include brain scanning to determine neural activity and physiological tracking to determine other forms of exercise like eye movement. This paper looks at some of the studies that have been conducted on those methods and discusses the advantages and disadvantages of using them. Experts caution that the domain is riddled with operators who grossly overstate what neuromarketing can deliver, so prospective users of neuromarketing must exercise caution when working in conjunction with specialist consultants. Are there any of the consultancy`s data, methods, or tools been published in journals that have been subjected to peer review? Do the consultants also have expertise in marketing in addition to their knowledge of the sciences?

Fugate, D. L. “Neuromarketing: A layman's look at neuroscience and its potential application to marketing practice.” Journal of Consumer Marketing, 2007,pp. 385-394.

Fortunato, et al.A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations, Journal of Management Research, 2014, pp.201-203.

Hubert, M. Does neuroeconomics give new impetus to economic and consumer research?Journal of Economic Psychology,2010, pp.812-817.

Knutson, Brian. et al, Neutral Predictors of Purchases, Neuron, 2007, pp. 147-156.

Kotler, Philip. & Kevin Keller, Framework for Marketing Management,Pearson 2015.

Kumar, Sunita. Neuromarketing: The New Science of Advertising, UniversalJournal of Management,2015, pp.524-526.

Marcus, G. Neuroscience fiction, Newyorker 2022,https://www.newyorker.com/news/news-desk/neuroscience-fiction.

McClure, et al.  Neural correlates of behavioural preference for culturally familiar drinks, Neuron,2004,pp.379-387.

Melillo, Wendy. Inside the consumer mind: What neuroscience can tell us about marketing, Adweek,2022, https://www.adweek.com/brand-marketing/inside-consumer-mind-83549/

Morin, Christophe. Neuromarketing: The New Science of Consumer Behaviour, 48 Society 2011,pp. 131-134.

Pradeep, AK.The Buying Brain: Secrets for selling to the subconscious mind,2010.

Ramsoy, Thomas. Introduction to Neuromarketing & Consumer Neuroscience Neurons Inc ApS, 2014.

Ryan, John.P. Methods in Social Neuroscience, The Journal of Social Psychology 2009, pp.734-736.

Swathi, R.  Neuro Marketing a New Field in Marketing, Paripex - Indian Journal of Research 2018, pp.43-44.

Silberstein, R.B. Steady-state visually evoked potential topography during the Wisconsin card sorting test,Electroencephalography and Clinical Neurophysiology 1995, pp.24-35

Vela, Marcelo Royo and ÁkosVarga, Unveiling Neuromarketing and Its Research Methodology, Encyclopedia,2022, pp.729-730.

Wilson et al, Neuromarketing and consumer free will, Journal of Consumer Affairs 2008, pp.389-410.

Zaltman, G.Rethinking Market Research: Putting people back in, Journal of Marketing Research,1997, pp.424-437.