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This paper explores the existing literature on Neuromarketing to provide insights into the potential for improving our understanding of consumer behaviour. The paper concludes that Neuromarketing can offer a valuable opportunity to increase precision and validity of measuring consumer reactions to marketing activities, thus improve marketing knowledge of consumer choice behaviour. The paper also addresses the main ethical issues raised by critiques on the unprecedented access to consumers\u2019 mind, and how advocates looked at such criticisms. <\/jats:p>","DOI":"10.1142\/s0219649221500209","type":"journal-article","created":{"date-parts":[[2021,4,26]],"date-time":"2021-04-26T08:52:57Z","timestamp":1619427177000},"page":"2150020","source":"Crossref","is-referenced-by-count":17,"title":["Neuromarketing and Improved Understanding of Consumer Behaviour through Brain-Based Neuro Activity"],"prefix":"10.1142","volume":"20","author":[{"given":"Sami","family":"Alsmadi","sequence":"first","affiliation":[{"name":"Faculty of Economics & Admin. Sciences, Yarmouk University, Irbid, Jordan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Khaled","family":"Hailat","sequence":"additional","affiliation":[{"name":"Faculty of Economics & Admin. 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