The hypothalamus is a brain structure located in the diencephalon that plays an important role in regulating various bodily functions and behaviours, including hunger, thirst, sexuality, sleep, emotions and stress responses. The hypothalamus is also closely linked to the endocrine system and regulates the release of hormones that influence various bodily functions.

In neuromarketing, understanding the functions of the hypothalamus can help to develop effective marketing strategies that are tailored to the needs and desires of consumers. For example, understanding the role of the hypothalamus in regulating hunger and thirst can help to develop targeted advertising campaigns for food or drink that aim to fulfil consumers' needs.

In addition, neuromarketing can also target the hypothalamus to create positive emotional responses in consumers. Companies can do this by using visual and acoustic stimuli that trigger positive emotions such as joy, relaxation or excitement to create a positive emotional connection between the customer and the brand or product.