Journal of Marketing Science ›› 2013, Vol. 9 ›› Issue (1): 1-17.

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Neuromarketing: Decode Consumer’s Brain

Sheng Feng , Xu Jing   

  1. Guanghua School of Management, Peking University
  • Online:2013-03-01 Published:2013-05-17


The recent advance of neuroscience technology has lead individual behavior research to an age of “Mind Reading”. Benefiting from this, researchers now can decode the hidden neural mechanism underlying consumer behavior and develop marketing technique on the basis of these findings, which gives rise to a new discipline--Neuromarketing. This article reviews findings of neuroscience research on human’s affective and cognitive systems, and discusses the promises and pitfalls of Neuromarketing.

Key words: Neuromarketing, Emotion, Cognition, Reviews