Genovese syndrome refers to a phenomenon in which people in groups make decisions that lead to "diffusion behaviour". This means that people in a group are less likely to help or act if they believe that others in the group are already acting or if they believe that their action is irrelevant.

In neuromarketing, for example, the Genovese syndrome can be relevant when it comes to persuading consumers to take a certain action, such as making a purchase or making a donation. If consumers believe that many others have already acted or that their action will not make much difference, they may be less likely to act. Therefore, it can be important to provide incentives or other motivations to ensure that consumers actually act.