Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli.

Abstract The effect that certain publicity campaigns, brands and products have upon us, from a cognitive and emotional point of view, is being assessed, by measuring the attention, the encoding and the emotional engagement. This article has investigated the literature regarding the neuromarketing tools, methods and specific techniques. Given that neuromarketing has borrowed a series of neuroscience-specific methods and techniques, the neuromarketing or consumer's neuroscience represents a passing from marketing specific instruments, such as the focus group, the observation, the direct enquiry, the interview to a series of instruments which record both the brain's electrical activity and the metabolic activity.