Abstract
The present thesis is a literature review that follows the history and application of a still underdeveloped concept known as Neuromarketing. Initially nicked around the early 1990s and still a controversial topic nowadays. Throughout the document, my main purpose is to review and help spread the advancements in the field of neuromarketing, its advantages and disadvantages, and the vision for the future. This research will take into account eighteen articles from many different authors and journals, as well as part of my personal opinion to help with the understanding of such innovative definition. As well as explaining the concept, we will also include several of the neuroimaging equipment used in Neuromarketing such as fMRI (Functional Magnetic Resonance), EEG (Electroencephalogram), MEG (Magnetoencephalogram), and eye tracking devices. I hope this literature review on the subject will help set unify the concept in a single document and can be utilized as a guideline for understanding and applying the concept of Neuromarketing.