ABSTRACT
The chapter analyzes and discusses the human brain as the center for the five senses and the emergence of neuromarketing as a research area is discussed, and its relevance to marketers is highlighted. In everyday conversations, consumption as a concept refers to an individual's consumption of goods and services, but in a marketing context, consumption has gained a wider and deeper meaning. Within the framework of the psychological processes that an individual uses to interpret the different sensory inputs, cognition and perception are the most active in the brain. The primary purpose of neuromarketing is to identify and explore what triggers consumers to make specific choices and make specific purchasing decisions by looking at emotions and social interactions. Neuromarketing enables researchers to further analyze and identify the effects arising from, for example, advertising and commercials or brand experience in terms of the brain's activity level. The Scientific study identifies how people's brains reacted when choosing between two different brands.
