How neuroscience contributes to neuromarketing

The purpose of this study is to show how and where neuroscience contributes to neuromarketing. In order to show the contribution to neuromarketing, a literature research on neuroscience, consumer neuroscience and neuromarketing has been done. Main findings of this paper suggest that the combination of neuroscientific tools and non-neuroimaging tools add validity to research findings and it will establish brain behavior relationships in order to understand underlying consumer preferences and choices. Thus far, the proposed framework for assessing the contribution of neuroscience to consumer research cannot be used for neuromarketing due to the lack of general converging evidence. However, some neuromarketing findings do support some of it, though it is not sufficient enough to contribute to neuromarketing yet. The implication for neuroscience, and thus for neuromarketing, is the presence of reverse inference. If the activation of a specific area of the brain is relatively selectively, only then it is possible to infer with sufficient confidence that the particular mental process is engaged when there is activation in that area of the brain.