Nowadays, new techniques such as neuromarketing are advancing to evaluate consumer behavior based on different brands, advertisements or shopping environments. These neuromarketing techniques can help assess the hidden reasons that are responsible for specific customer behaviors and explain what is happening inside the brain or the “black box,” as it is called. Neuromarketing techniques present physiological information, since participants cannot affect these types of measurements. The purpose of this article is to highlight the weaknesses of traditional marketing techniques as a basis for presenting the benefits of neuromarketing strategies and how they can contribute to more reliable information on consumer behavior. Neuroimaging techniques will be compared to traditional techniques with regard to the influence of advertising, product attractiveness, and consumer satisfaction. The limits of neuromarketing techniques will also be presented. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay Additionally, traditional techniques are based on data collection such as research groups, self-assessments, surveys in order to evaluate consumer behavior. They can provide the desired data, but questions arise about their reliability. Specifically, Walton argued that traditional techniques such as search parties should be abandoned due to the procedure's high costs and low accuracy. In this way, interviewed participants tend to hide - consciously or unconsciously - their desires and respond by lying or believing that it is important to respond based on what others want to hear in order to please them. Furthermore, Schafer argued that the consumer is not aware of the true emotional reason why they purchase a specific drink each time. In another example, an American advertising company called "Arnold Worldwide" evaluated the emotional influence of advertising images using FMRI images. Their client wanted to know how viewers would react to images such as “university students having drinks around a fire during a break” or “adults in a posh bar”. It was found that the images considered most liked in traditional testicles differed from those that cause strong activation in the brain. However, neuromarketing techniques are able to investigate beyond the consumer's emotional state and understand unconscious factors. of a choice of product. Additionally, investigators are able to reevaluate marketing theories via neuroimaging techniques and expand neuromarketing knowledge. The cost of neuroimaging techniques is extremely high, but the results are reliable because they clearly present brain functioning. Therefore, information on alternative assumptions about consumer behavior is available. When it comes to the cost of neuroimaging techniques, studies argue that if they reveal hidden information about consumer behavior, the product will be improved. There will therefore be a balance between increasing sales and the cost of using them. On the other hand, it is said that in addition to the extremely high cost of neuroimaging techniques, analyzes are time-consuming and further confirmation is necessary due to the complexityinformation. Neuromarketing could play a complementary role to traditional techniques with its power to present differences in decision-making. In particular, it could help traditional marketing in three ways: First, neuroscience techniques could help find each consumer's individual differences in interest. This could happen through the combination of neuroimaging techniques and surveys. Second, the discovery of neural mechanisms can be beneficial because they can help discover new strategies for businesses. Third, neuroimaging can help identify and group clients based on their cognitive way of responding to a solution. Effective advertising interaction is of paramount importance in marketing. Participants were observed with FMRI while rating advertisements based on appeal. Enticing advertisements have been found to activate the reward and decision-making areas of the brain. Additionally, studies have presented beautiful facial features as important for attractive advertising. Specifically, beautiful women could trigger the reward system of male consumers. Regarding longer recalls of a brand, another study was conducted. It showed that an advertisement was remembered much more when it was linked to a touching image rather than to a logical and argumentative advertisement. More precisely, there were two groups. One was given medication to diminish responses, while the other was left without medication. As a result, the group that took the drug remembered the rational ad better. In contrast, people who did not take the drug remembered the emotional ad better. Additionally, proponents of brain scanning argue that participants could log into imaging devices while watching images or audiovisual clips in order to form valid hypotheses about the effectiveness of advertising. . This could be achieved by presenting marketing stimuli to participants and assessing which part of the brain is activated. However, the area that is supposed to be activated may not do so. Researchers will know that specific advertising will not bring the desired results. For example, a British company called Unilever reviewed its advertising using EGG. The company's product was presented with the relevant marketing message, but the expected responses were not elicited from the brain. The results of the EGG experiment were valuable in guiding the group. We must therefore move towards more effective advertising based on consumer behavior. Finally, neuroimaging techniques could be used to achieve advertising success. And determine the most important factors for product knowledge and evaluation to avoid shock and sexual images. Shocking and sexual images are heavily promoted through traditional advertising techniques because companies see them as the best way to make their point. Therefore, neuroimaging techniques could help reduce corporate reliance on sexual images and shock strategies. Product regulation is of prime importance in promotion as it includes the marketing strategy of a product. When it comes to product regulation, it is important that the product is created based on the needs of the buyer. FMRI studies have shown that the brain is triggered in different parts based on multiple products. For example, participants were exposed to different types of carssuch as sports cars, limousines and small cars. Specifically, reward-related parts of the brain were activated when high-prestige products appeared, such as sports cars. In particular, brain reward elements such as the ventral striatum could define the appeal of a product. Therefore, work as a factor in the consumer's choice of product. In general, neuroimaging techniques have a better chance of obtaining reliable consumer feedback regarding product attractiveness. In this way, traditional techniques are based on customer choice to determine which of the products seems more attractive to them, but consumers are influenced by external societal factors regarding their choice. Therefore, societal influences form unconscious drives that cannot be discovered by traditional techniques. As for unconscious drives, in one study women were asked if they found the wrestler “The Rock” attractive and their responses were negative. However, recordings of brain activity showed just the opposite. Second, traditional methods such as self-reports are not valid because participants are not able to express their opinion or feelings about an event that happened in the past. Neuroimaging techniques can also benefit from useful insights into customer behavior and thinking about payment, as this is an important reason for a company's earnings. For example, it has been argued that a person who wants to make a purchase has two methods of thinking. One is that when a product is expensive it means it is high quality, and the other way of thinking is that the product is indeed overpriced and therefore more than a waste money. Regarding the feeling of losing money, the MRI results showed that the reward part of the brain was triggered by winnings and the insula was triggered by extreme amounts. Neuroimaging techniques can also help assess consumer satisfaction more reliably than traditional techniques. Traditional marketing techniques were thought to be effective in this area. Yet studies have shown that the number of customers is not stable, because even if they were satisfied, they would choose not to engage with the brand. It has been found that a part of the brain called the Striatum gets used to new stimuli and reacts only when something unexpected happens and this happens in the consumer's brain. However, FMRI studies have shown that people who have a preferred brand strongly include the emotional factor in their purchasing choice compared to disloyal people. Therefore, the preferred brand acts as a reward in the brain when purchasing an item. Finally, neuroimaging could benefit the consumer on a personal level. For example, the buyer believed that the neuromarketer would be aware of their own needs and receive offers on products they actually needed. Another benefit for the consumer could be to combat dependence on spending on products. Using neuroimaging techniques, the areas causing the problem could be identified. Additionally, people who spend on products could defend themselves against this practice by being aware of how and why they feel while shopping. Based on the overview of the article, the aim was to present the reasons why neuroimaging techniques are capable of providing information, 4, 123-147.