Mind over Palate: Unveiling the Role of Neuromarketing in the Food Industry

t: This scientific paper investigates the application of neuromarketing research in the food industry and its impact on consumer behaviour and perception of food quality. Through a comprehensive review of the relevant literature, this study explores the fun‑ damental concepts and techniques of neuromarketing research, as well as their practical application within the context of the food industry. Furthermore, it analyses the various factors that influence consumer perception of food quality and examines how neuromarketing research can contribute to a better understanding of these factors. By integrating theoretical and empirical findings, this paper offers valuable insights into the potential benefits and advantages of utilising neuromarketing research, while also acknowledging the ethical challenges associated with its implementation in creating effective marketing strategies and enhancing the overall consumer experience in the food industry.