Consumers buy products according to the way their
brains envision the products and the extent to which they identify themselves with the goods
they buy and how those goods could harmonize perfectly with their lives. Neuromarketing
intervenes to help marketers understand the way a consumer’s brain perceives different
brands and identify multiple factors determining the choice. Christophe Morin, a marketing
specialist and coauthor of Neuromarketing: Understanding the “Buy Button” in Your
Customer’s Brain, determined some key points of neuromarketing as a way for companies to
enhance their products, services, and marketing strategies. Morin (2007) stated that
consumers’ choices are made subconsciously, in the posterior regions of the mind