CONSUMER NEUROSCIENCE-RESEARCH INSTRUMENTS AND SHORT HISTORY

Purpose - One of the objectives of this paper is offer an analysis of the history of neuromarketing as well as exemplifying specific data collection instruments used in neuromarketing research. Methodology/approach - The results presented in this paper are based on a previous literature review and represent a part of the findings. Findings - This paper offers a general description of relevant instruments that are used or that could be used in parallel or separate when conducting neuromarketing research studies. Research limitations/implications - The limitations of this paper are based on the fact that neuromarketing research is still a young and dynamic research field that can change in very short time and because of that the results presented in this paper can become outdated. Practical implications - The results can be used in order to obtain a clear image of the state of neuromarketing research. Originality/value - The originality of the paper is given by the presentation of a short history of neuromarketing as well as a presentation of the research instruments that can be used in this type of research.