The document discusses neuromarketing and how it can be used to understand consumer decision making. It explains that neuromarketing techniques like brainwave activity, eye tracking and skin responses can provide insights into how the rational, emotional and survival areas of the brain respond to products. Examples are given of how focusing advertising on the emotional, older areas of the brain can increase sales by appealing to concepts like gaining benefits and avoiding pain. Critiques of neuromarketing argue it could be used to brainwash or promote degraded products, while supporters see it leading to more effective advertisements targeted to specific products.