Consumers buy with their emotions long before they rationalise their choices, and around 90 % of purchase decisions are said to occur subconsciously. Against this backdrop, The Impact of Neuroscience on Marketing shows how brain imaging, eye tracking and artificial intelligence can measure attention and predict buying intentions. Part of the Business Essentiel collection published by Five Minutes, this concise book recounts the journey of neuromarketing : from the MRI experiments pitting Coca Cola against Pepsi to real time algorithms that personalise advertising based on your emotions.

In seven short sections the author retraces the evolution of tools (fMRI, EEG, fNIRS), presents striking case studies (Frito Lay, TikTok, Google, Apple), deciphers the trends for 2025 (AI, augmented reality, brain computer interfaces) and raises the ethical issues at stake. Each page is supported by concrete examples, key statistics and scientific references, giving executives, marketers and students a clear and actionable overview. By the end you will know how to harness these new approaches to craft more engaging messages without manipulating consumers. Read this guide and position yourself at the forefront of empathic marketing.