Neuromarketing is a concept derived from marketing and neuroscience concepts, with the idea of using neuroscience methods in marketing. Controversy over the use of neuroscience imaging devices in neuromarketing studies still continues. Arguments arise from the allegations saying that it is difficult to adapt brain imaging methods to the marketing field, and that applying these researches without discussing their ethical dimension may pose hazards, as well as from the thoughts that the enterprises will get the power to make people purchase in the direction of their own will. It is important to reveal all of these subjects. This study will contribute to neuromarketing literature by explaining how neuroscience techniques are used in the field of neuromarketing. For this purpose, research methods used in neuromarketing studies have been handled. The use of neuroscience research methods in different types of marketing researches is explained.
neuromarketing, neuromarketing research, EEG, fMRI, eyetracking