Homo economicus is a concept from economics that states that people act rationally when making decisions and always opt for the most economically favourable option. This model assumes that people process information perfectly and always focus on maximising their own benefit.

In neuromarketing, the concept of homo economicus is often considered outdated as it does not take into account how the human brain actually makes decisions. The human brain is more complex and is subject to various cognitive and emotional processes that can influence decision-making.

Neuroscientific research has shown that human decision-making is often influenced by unconscious and emotional factors that are not rational or economically based. For example, external stimuli such as colours, smells or music can trigger unconscious associations and emotional reactions that influence decision-making.

Therefore, it is important in neuromarketing to consider the emotional and subconscious factors that can influence decision-making. Companies can do this by incorporating the emotional needs and desires of customers into their marketing strategies and using targeted visual and emotional stimuli to create a positive emotional connection between the customer and the brand or product.