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Neuromarketing aims to better understand the impact of marketing stimuli, by observing and interpreting

human emotions. The rationale behind neuromarketing is that human decision making is not so much a
conscious process and the idea of the homo economicus, basis for the majority of economic models around,
is out dated. Instead, there is more and more prove that the willingness to buy products and services is an
emotional process where the brain uses a lot of short cuts to accelerate the decision making process.
Neuromarketing studies which emotions are relevant in human decision making and uses this knowledge to
make marketing more effective. The knowledge is applied in product design, enhancing promotions and
advertising, pricing, store design and the improving the consumer experience in a whole.
The field lies on the intersection of neuro economics, neuroscience, consumer neuroscience and cognitive

Neuromarketing in different areas of marketing

Neuromarketing in Market Research
The vast majority of companies under the umbrella of neuromarketing are active in the market research
domain. These companies are experts in evaluating commercials, ads, new products, or even measure
audience responses to media like broadcasting or movies.

Neuromarketing in Product Design and Packaging

How a product looks, feels and functions is affecting the consumer experience in a whole. Applying
neuromarketing principles and neuromarketing testing can provide insights on the emotional effects of design

Neuromarketing in Pricing
Marketers know for a very long time, that price is an important variable in the success of product and service.
Knowledge on how price information is perceived and processed is the added value of neuromarketing in this
part of the marketing process.

Neuromarketing in Store Design

If every in-store decision was taken rationally, your weekly groceries would take up to eight hours. The success
of retailers depends on how consumers experience their stores and services, how easy they can navigate and
how products, price and promotions are presented (and perceived). Shopper marketing can be enriched by real
time measurements of participants emotions in a lab or in-store situation. Retailers can also apply the scientific
principles of neuromarketing in their retail environments.

Neuromarketing in (Professional) Services

The (professional) service industry depends largely on human interactions. How (B2B) consumer experience
the quality of these services is basically an emotional process. This explains why the best offer for the best

price does not always win the quote. Neuromarketing brings in some heuristics on how to act for a better
quality. Or for a better perceived quality, because most of the time the decision is taken before the service is

Neuromarketing in Advertising
Neuromarketing applied to advertising uses neuromarketing principles to develop ads and campaigns. While
advertising is mainly a creative process, neuromarketing can add value by a better understanding the effects of
ads on human beings. Neuromarketing is well developed in ad-testing on effectiveness. Predicting how well it is
related to likability and sales.
Neuromarketing is currently looking for ways to apply the knowledge around to apply knowledge on ad
effectiveness in an earlier stage of the creative process. Neuromarketing in Consultancy Neuromarketing
consultants use their knowledge from consumer neuroscience and apply it in consultancy jobs in the different
areas of marketing. Neuromarketing in Business to Business It is rather unusual to state that purchase
decisions in B2B environments are (at least partly) emotional. But these purchase decisions are made by the
same brains as consumer decision making and it is unlikely that the principles for consumer decision making
suddenly disappear once entering the office. Although there is currently not so much research around on this
topic, it is expected that neuromarketing in B2B will grow in this area too.

The History of the NMSBA

The Neuromarketing Science & Business Association (NMSBA) is established on 2 February 2012. The
objective of the NMSBA is to provide professional support to neuromarketers and neuromarketing scientists
around the world.

The NMSBA is an official not-for-profit association since August 2014. Foundation documents and bylaws

Foundation documents

NMSBA bylaws


The advisory board is composed of 5 members, representing neuromarketing science and neuromarketing
business. For the term Feb 2015-Feb 2018 the advisory board consists of:

Steve Genco

Christophe Morin

Rafal Ohme

Richard Silberstein

Ale Smidts
More on the Advisory Board

Earlier Boards

The advisory board of 2012-2015 consisted of:

Richard Silberstein (pres)

Gemma Calvert

Christophe Morin

Martin de Munnik

Rafal Ohme

The NMSBA has members in 84 different countries and local representatives in 38 countries. Country pages
will be added to this website in November. Local chairs are elected for a term of 3 years. Next elections for nonrepresented countries will be organized in January 2015.


In 2011 Carla Nagel, got introduced to the world of neuromarketing. As a hands on person with a passion for
organizing, she was fascinated by the fact that this interesting and promising field of study was not 'organized'
yet. She founded and funded the association from the very beginning and during the next three years she
formed the association as it is today.

The executive team and staff of the association consists of people that do have a passion for organizing, but do
not have a commercial interest in the field of neuromarketing. It is their task to promote neuromarketing,
organize events, publish the quarterly 'Neuromarketing Theory & Practice' and the yearbook and run the
association in general.

Executive Team:
Carla Nagel, Executive Director
Jeroen Imming, Finance Director
Sara Hoeflaken, Sponsoring and Exhibition Coordinator

Femke van Zandvoort, Project and Membership Coordinator
Simone Oude Luttikhuis, Marketing Coordinator