Neuromarketing : Marketing Research Future?

The term “Neuromarketing” represents a new field of marketing research, interesting to both academics and self labeled companies. This new type of research allows powerful insights into human brain responses to different sets of marketing messages. This recently evolved field of marketing provides a new way to help marketers understand consumers easily and more efficiently. The Neuromarketing was born by combining two fields: Consumer behavior and Neuroscience. This article aims to help reader in understanding this new mixture of these sciences by explaining techniques that are used in this area and showing their application. However, this field is also marred by controversy. Both the academia and the public are divided whether this field is the “light on the end of the tunnel” or just a tool that will help marketers play a role of Orwell's Big Brother