Applications of Biomedical Technologies in Neuromarketing

Consumer neuroscience or neuromarketing is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer’s preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. The reason marketing researchers are interested in using Neuromarketing  tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked which is commonly used by marketers such as interwiews, questionnaries and focus groups.

This special session focuses on the application of biomdeical technolgy such as fMRI, Electroencephalography (EEG), Galvanic skin response (GSR), Eye tracking, electromyography (EMG), Electrocardiogram (ECG) in studying consumer’ behaviour. Analysis of the data gathered from these tools  can be emplyed to better undersatnd the behaviour of the consumer, the purchasing decision or how aspects such as emotions and cognitive biases affects decision-making. Researchers are encouraged to submit their original contributions on related topics at:


Nilgun Gurkaynak
Izmir University of Economics
Department of Business Administration

Riza Sadikzade
Izmir Katip Celebi University
Department of Business Administration