Marketing is a field devoted to influencing people to like things, and ultimately to buy things, including things they may not need. Neuromarketing is a new way to measure whether and how marketing is working. Neuromarketers believe it’s a better way to measure marketing because it’s based on a more realistic understanding of how consumers’ brains operate. Traditional marketing is based on data collection through surveys, discussion groups, interviews and other market research techniques to obtain information A rational consumer is based on a logical and analytical approach to make purchase decisions. They consider the facts, compare prices, evaluate benefits and costs, and make informed decisions based on a systematic evaluation of available information. intuitive consumer makes decisions based on emotion and intuition, rather than in a logical analysis. This type of consumer does not care so much about the details, but trusts their instincts and feelings to make purchase decisions. In general, they do not make an exhaustive pricing comparison or care about the details of the products or services.

Familiarity is a key component of brand equity and accounts for much of the competitive advantage enjoyed by leading brands in the marketplace. exposure provides a mechanism for moving a product or brand from being novel to being familiar. Many marketing tactics, such as free samples or introductory offers, serve to increase exposure to new products, which marketers hope will translate into familiarity, liking, and repeat purchases. Processing fluency refers to the ease with which an object or situation can be interpreted and understood by the brain. Numerous experiments have shown that processing fluency can have powerful effects on people’s judgments and decisions, many of which are extremely relevant for marketing and market research:✓ Familiarity: when something has high processing fluency, it can appear to be more familiar even if it is not, causing people to feel more positively toward it ✓ Truth: Arguments and statements that are easy to read are more likely to be seen as true. ✓ Beauty: Faces that are more symmetrical are seen as more attractive ✓ Risk: New initial public offering companies that have pronounce- able stock symbols (for example, KAR) perform better in their first six months than companies with unpronounceable symbol✓ learning: Easy-to-process materials are less likely to be carefully scrutinized. to make it more easy:  If you want to give your customers a good head give your product an easy name- to-pronounce.✓ When presenting your product in a new ad,  is important know that the fluency or disfluency of how we talk about your product may transfer to the product itself. ✓ When presenting product information in marketing communications, format and display your message in a way that facilitates easy processing 

Conceptualization is a learning process. It’s important to marketers because it helps us understand how brands work, which is a key element of marketing and advertising