Some believe that this research field has been created to find the “buy me” button inside the human brain, with many questioning the ethics of Neuromarketing, thinking that its aim is just to create irresistible advertising campaigns with the help of a brain scanner.

Fortunately, this is far from the truth, and the scope of this research is focused more on the complexity of the buying decision process.

After all, understanding human shopping behaviour could be of considerable social utility, especially when it comes to understand better compulsive purchasers that end up with hoarding disorders.

Neuromarketing researchers study the brain parts activated by the reward of buying, as well as the ones that are activated by the displeasure of paying. They also study the relationship between both parts and how their interaction can predict a purchase decision.