In today’s world, marketing adopts the approach of considering people’s needs and desires instead of just seeing people as “consumers”. Neuromarketing is one of the most concrete method to gain an insight on purchasing behavior of people. This approach is often built on the impulses of the limbic system in human brain. Human nature is in a very versatile interaction and emotions highly affect impulses.

Hence, it is very important to analyze people’s emotional processes, decision making mechanisms and functioning of the brain, while using neuromarketing methods. Decision-making related models are generally mathematical models. According to these models we decide…

Beyza Halıcı

Psychology | Data Science | Cognitive Sciences

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