ABSTRACT
Scientific discourse on neuromarketing to develop a biological model to explain context-based human behaviour has often been neglected. The field of neuromarketing is an interdisciplinary field. Cognitive neuroscience focuses on how humans exhibit complex behaviours by a coordinated activity of the brain. The field of neuromarketing has moved from analysing consumers' conscious and unconscious thought processes influencing behaviour to developing an understanding about the role of some behavioural constructs such as negotiation, trust and pricing. The field of experimental neuropsychology explores human behaviour with the help of experiments conducted in both artificial (laboratory) and natural (field) settings. Neuromarketing relies heavily on cognitive, behavioural and affective neuroscience for understanding consumer behaviour and on experimental neuropsychology and decision neuroscience for developing the appropriate experimental design and in selecting the decision problem to be used in the experiment respectively. Neuroeconomics has the power to provide meaningful acumen about various neurological processes that undermine behaviour.
