A Review of Neuromarketing Applications in Gastronomy

Abstract

This review explores the burgeoning field of neuromarketing within the context of gastronomy, examining how neuroscience-based insights are revolutionizing the way food is perceived, marketed, and consumed. By analyzing key sensory elements such as flavor, aroma, texture, and visual presentation, neuromarketing provides a deeper understanding of how these factors influence consumer preferences and emotional responses. Techniques such as EEG, eye-tracking, and facial expression analysis offer valuable data on how sensory inputs interact with the brain's processing mechanisms, optimizing culinary experiences and restaurant environments. The review highlights the multifaceted applications of neuromarketing in gastronomy, from enhancing the aesthetic appeal of dishes to improving the overall ambiance of dining spaces. It also discusses the potential of neuromarketing to guide healthier eating habits and more sustainable food choices by aligning culinary offerings with consumers' subconscious preferences. Ultimately, the integration of neuromarketing into gastronomy not only enriches the sensory experience of dining but also offers innovative strategies for food design, presentation, and marketing, paving the way for a more consumer-centered approach in the food industry. © 2024 IEEE.