Overall, this paper illustrates how neuromarketing tools are utilized to better understand consumers’ actions in conjunction with their thoughts when other senses, such as taste, are involved in their decisions. Such methods are shown to reveal more than survey methods alone by uncovering the true thoughts and emotions of participants. Although future research is
suggested to further understand consumers’ behavior, the research presented expands taste test literature by further highlighting the usefulness and legitimacy of neuroscience techniques as applied to marketing themes