Neuromarketing in Customer Behaviour—Customers' Diencephalic and Mid-Brain Implications in Purchase Dynamics

Traditional methods of marketing (via focus groups, market research organisations and so on) have numerous limitations; these are mainly related to the degree of subjectivity of consumer responses, which often prevents measurement of the effects of marketing communication on them. The objective of this chapter is to highlight the influence that a new line of marketing—neuromarketing—has on consumer decisions, allowing managers to directly understand the thoughts, emotions and intentions of consumers. Going beyond a description of the concept of neuromarketing proposed in the literature, the chapter details the parts of the brain on which advertising messages act, thus highlighting the impact of neuromarketing on consumer choices. The results of the research highlight the positive effects of neuromarketing on the measurement of consumer behaviour, providing important theoretical and managerial implications.