The amygdala is a part of the limbic system in the brain that is responsible for processing emotions and evaluating potentially threatening situations. The amygdala plays an important role in the development of anxiety and stress reactions and also influences memory formation.

In neuromarketing, the amygdala is often used to analyse the effect of advertising and marketing strategies on the emotional experience of consumers. By using imaging techniques such as fMRI (functional magnetic resonance imaging), the activity of the amygdala can be measured when people look at adverts or react to certain stimuli.