Neuromarketing has taken its place in the literature as a research field in which the data obtained as a result of statistical analysis requiring expertise with state-of-the-art brain imaging tools such as Electrobrain Graphics (EEG) and Eyetracking are interpreted together with marketing and neuroscience experts. Neuromarketing is not only a field that helps to determine the needs and choices of consumers, but also a very valuable research platform that allows us to test the biological foundations of human social behavior in real life. Neuromarketing is the application of neuroscience techniques to the fields of marketing and decision-making science. The Neuromarketing Research Laboratory uses brain scanning, imaging and other activity measurement devices to measure a consumer's unconscious responses to specific products, packaging, advertising and other marketing elements. The application of neuroscience to marketing to better understand the consumer allows marketing researchers to better understand the role of consumers' minds and emotions in their decision-making processes.
