Nowadays, marketing redefined as not only with product and sales oriented but also customers’ emotions and their thoughts. Traditional marketing methods do not satisfy consumer buying behaviors and also cannot understand the real reasons under these behaviors. In recent years, neuromarketing approaches used by marketing researchers to investigate consumers’ behaviors. For neuromarketing point of view, human brain can be seen as flight recorder that hides personal information. Moreover, it claimed that there is a meaningful link or in other words a relation between brain activities and verbal preferences. Neuromarketing uses some medical devices like fMRI or EEG and eye fallowing or physiological variances depend on this relation.
This paper tried to examine the concept of neuromarketing with both theoretical foundations and critics on neuromarketing approach. As a conclusion this paper’s aim is to contribute to the neuromarketing literature.