The application of neuroscience knowledge and techniques applied to marketing and media research questions for a deeper understanding of consumers. This may include measures of attention (see Attention), emotion (see Emotions), memory (see Memory) and behaviors (see Behavior). Often employs one or a number of methodologies and an experimental design (see “Experimental Design”) used to capture nonconscious (see Nonconscious) processing of consumers in response to a marketing communication or marketing related stimuli. Methodologies most often used include eye-tracking (see Eye Tracking), facial coding (see Facial Coding), EEG (see Electroencephalography (EEG)), biometrics (see Biometrics) and to a lesser extent, fMRI (see Functional Magnetic Resonance Imaging (fMRI)).
