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Résumé :
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The science of the human-decision represents one of the deepest sciences since it links different fields, under the so-called: Neuromarketing. This new approach, dressed with different new tools, and psychological hacks would turn on the buying button. This academic research, studies the brain’s main structures in the decision-making. And, therefore identifies the directing centers. All to measure the depth of the impact of the persuasive techniques, used when combining branding to neuromarketing (primal branding). By measuring the level of rationality in consumer behavior and then, evaluating the emotional attachment toward Brands. To some extent, this investigation tries to identify the reasons of appealing to such new post- modern approach, by whether identifying its boundaries, or explaining why it should be used. From both: a consumer’s perspective, and businesses as well
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