in the brain linked with positive emotions. The concept of neuromarketing was therefore introduced to study relevant human emotions and behavioral patterns associated with products, ads and decision-making. Neuromarketing provides models of consumer behavior and can also be used to re-interpret extant research. It provides theorization of emotional aspects of consumer behavior. Consumer behavior investigates both an individual's conscious choices and underlying brain activity levels. For example, neural processes observed provide a more accurate prediction of population-level data in comparison to self-reported data. Neuromarketing can measure the impacts of branding and market strategies before applying them to target consumers. Marketers can then advertise the product so that it communicates and meets the needs of potential consumers with different predictions of choice. Neuromarketing is also used with Big Data in understanding modern-day advertising channels such as social networking, search behavior, and website engagement patterns. Agencies like Darling help organizations use this kind of neuroscience in their marketing to better communicate with consumers at the subconscious level. Neuromarketing Tools There are multiple consumer neuroscience tools that are used to study consumer decision-making and behaviour. Usually, consumer neuroscience tools include devices that can measure vital physiological functions (e.g., heartbeat, respiration rate, blood pressure) and reflexes (e.g., gaze fixation, pupil dilatation, face expression). These tools reveal information about impressions, reactions (e.g., positive, negative) and emotional responses (e.g., positive, negative) when exposed to marketing stimuli Consumer neuroscience tools also allow real-time measurements of brain activity, such as functional magnetic resonance imaging (fMRI) and electroencephalogram (EEG). Consumer neuroscience tools can be divided in three categories based on the type of measurements: (1) Self reports and behavioural, (2) Physiological and (3) Neurophysiological. The tools currently used in consumer neuroscience research are EEG, fMRI, fNIRS, ECG, ET, GSR, and fERS. EEG is the most commonly used tool in consumer neuroscience research. Segmentation and positioning Based on the proposed neuromarketing concept of decision processing, consumer buying decisions rely on either System 1 or System 2 processing or Plato's two horses and a chariot. System 1 thinking is intuitive, unconscious, effortless, fast and emotional. In contrast, decisions driven by System 2 are deliberate, conscious reasoning, slow and effortful. Zurawicki says that buying decisions are driven by one's mood and emotions; concluding that compulsive and or spontaneous purchases were driven by System 1. Young people represent a high share of buyers in many industries including the electronics market and fashion industry.