Nowadays, there has been a rise in neuroscience scholars directly examining cortical activity in terms of frequency, time and space. Although the Psychological and Physiological Sciences have applied these techniques to advance the study of the brain and cognition, the Social Sciences have not used standardized tools or procedures for neuroimaging research. In particular, the field of Economics has adapted neuroscience techniques to create the concept of NeuroEconomics (Braeutigam, 2005, Kenning and Plassmann, 2005, Rustichini, 2005), but Marketing has been slower to benefit from imaging research as it shares many common concerns about decision making and change (Lee et al., 2007:199). However, the idea of assessing the neurological correlates of consumer behavior has generated considerable excitement in the Marketing field (e.g. Editorial, 2005, Mucha, 2005) and marketing research is seen as more than just a response to consumer behavior to products, brands and advertising. In line with this information, neuromarketing is defined as the application of neuroscientific methods to analyze and understand consumer behavior at the market level and in relation to marketing exchanges (Lee et al., 2007:200).

In other words, as a result of technological developments and changes, the concept and methods of neuromarketing have started to be used in determining consumers' preferences. Identifying and analyzing consumer preferences has attracted the attention of companies conducting marketing research. However, with the use of this market niche, this concept has aroused curiosity among academic researchers, but has also disturbed some groups (Lee vd, 2007; Murphy vd,2008; Fisher vd, 2010).