Abstract

Neuromarketing integrates neuroscience, psychology, and behavioral economics, to understand consumer decision-making and improve marketing strategies. Analyzing the organization of the reward system is crucial for understanding consumer behavior. We highlight the involvement of the corticobulbar tract particularly the activity of the submental muscle, as a direct indicator of consumer preferences within a virtual shopping context. Our findings reveal a positive correlation between this activity and declared consumer preferences. This research proposes the submental muscle activity as a novel biomarker for evaluating hedonic experiences in marketing studies.