Neuromarketing is determined as examining the brain with respect to preferences of specific brands. The paper includes an overview of definitions and opinions concerning neuromarketing and it discusses the possibilities of applying neuromarketing in practice. A special attention was paid to diagnostic methods used in neuromarketing examinations, which were also analysed as a potential source of controversies that may be caused by the discussed subject. In the conclusions, the author highlighted a need to carry out neurmarketing research, being aware of its high costs and still insufficient methodological experience in this field.

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