The application of neuroscientific discoveries to the world of marketing, so as to influence users’ choices in a more precise and sophisticated way. It is a multidisciplinary approach that sees the interaction of theories from economics, neurology and psychology, alongside the use of techniques for detecting and visualizing brain activity, as well as skin conductance measurement and eye-tracking techniques. The aim of Neuromarketing is to highlight what happens in people’s brains in response to certain stimuli relating to products, brands, advertising and web pages.