Neuromarketing – research and prediction of the future

The paper deals with neuromarketing, its techniques, the current status of research and the future prediction in this field of marketing. The first chapter brings the general overview about neuromarketing and briefly points out the history. It also represents six areas of practice which are branding, product design and innovation, advertising effectiveness, shopper decision making, online experiences and entertainment effectiveness. The paper further describes particular techniques which can measure different kinds of activity. The most common techniques are electroencephalography, magneto encephalography, functional magnetic resonance imaging, positron emission tomography and eye tracking. The last chapter deals with prediction and the future of neuromarketing. The aim of the article is to bring the attention and highlight its actuality and the importance of its understanding.