traditional methods to gain a clearer picture of a consumer's profile. Neuromarketing provides insights into the implicit decisions of a consumer, but it is still important to know the explicit decisions and attractions of consumers. To carry out a complete marketing research, the usage of both neuromarketing and traditional marketing experiments is necessary. As researchers know that customers say what they think they should say, not what they feel, an accurate study will happen in two steps: 1. understand what drives customers' attention, emotions, and memories towards the brand or the product, using neuromarketing methodologies. 2. conduct conventional marketing researches such as focus groups to establish the marketing mix. Neuromarketing is also limited by the high costs of conducting research. Research requires a variety of technologies such as fMRI, EEG, biometrics, facial coding, and eye-tracking to learn how consumers respond and feel to stimuli. However, the cost to rent or own these technologies and even then a lab may be needed to operate the aforementioned technologies. In popular culture An Off-Broadway play by Edward Einhorn, The Neurology of the Soul, was set at a fictional neuromarketing firm. See also Behavioral economics Neuroeconomics Neuroethics Subliminal stimuli References Meskauskas, Jim (15 July 2005) "Media Maze: Neuromarketing, Part I" Ford, Matt (5 October 2010) "How they make those adverts go straight to your head", CNN. Further reading Lindström, Martin (2010). Buyology: Truth and Lies About Why We Buy. New York: Broadway Books External links "Evolution and Memes: The human brain as a selective imitation device": article by Susan Blackmore. Susan Blackmore: Memes and "temes", TED Talks February 2008 Brand name psychology; How brand name psychology triggers customer engagement. A brief about neuromarketing by Shashira HP Market research Neuroeconomics