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Neuromarketing

Neuromarketing can be defined as the obtaining of information useful for marketers by subjecting individuals to functional magnetic resonance imaging (fMRI) and other similar methods of studying automatic responses in the brain to certain stimuli, generally involving products and brands that are part of consumer culture. The term seems to have been first used by Ale Smidts, a marketing research scholar at Erasmus University in the Netherlands, around 2002. There are questions about the origins of the method, but some researchers suggest it began when Gerry Zaltman, a marketing professor at Harvard University, started scanning people's brains to gain insights into consumer preferences.

Some scholars consider neuromarketing to be a branch of neuroeconomics, and others describe it as a part of decision neuroscience. There are neu-roeconomics ...

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