Synopsis Neuromarketing is the neurological study of a persons mental state and reactions while being exposed to marketing messages. It is based on the fact that emotions play a larger role in consumer decision-making than rational decision-making. Today, neuromarketing is a new form of market research, with its basis in neuroscience. This has led companies to seek help from research institutes to understand consumer preferences. Neuromarketing, though new, will provide an insight into the modern customers mind.