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Neuromarketing represents commercial marketing that utilizes neuroscientific research to understand consumer behavior and communicate with customers, individually. It is an emerging field that comprises neuroscience and marketing altogether. It is utilized to acquire insights into consumers’ preferences, motivations, and purchase decisions while assessing their physiological and neural signals. A consumer’s purchase decision arises with the need or desire that leads to the search and information gathering whilst analyzing substitutes and finally choosing a specific brand or product for purchase. This process relates to the theory of cognitive dissonance which explicitly takes human emotions and feelings into account. If a product or service is targeted and marketed right and can communicate with an individual emotionally then the success of the product or service is eminent, gaining consumer’s attitudinal loyalty. Attitudinal loyalty refers to the repetitive purchases of the same b...