“A good rule of thumb is to assume that everything matters”
- Richard H. Thaler, Nobel Laureate 2017
Neuromarketing is a field within Marketing and influenced by many other research areas that all focus on consumer decision making. This process can be analysed on different levels, either from a biological view to a neurological perspective, or a behavioural and psychological angle. This thesis aims at presenting decision making in consumer based research in the spirit of Richard Thaler, by including viewpoints from many academic fields to show the interconnectedness and interdependent influences. However, commercial application and the public image are another influence towards the steady development and evolution of Neuromarketing.