Micro-moments are brief, decisive moments in consumers' everyday lives when they use their smartphone to get quick answers to their needs. These moments often occur spontaneously and can be divided into four categories: "I-want-to-know moments", "I-want-to-go moments", "I-want-to-do moments" and "I-want-to-buy moments". The idea behind micro-moments is to provide relevant and immediate information or solutions that fulfil users' needs.

In the context of neuromarketing, micro-moments are seen as an important factor for customer loyalty and conversion. Companies need to understand how these moments occur and how they can quickly deliver relevant content to fulfil user expectations. Neuromarketing principles can help optimise the way information is presented to increase user attention and engagement.

The importance of micro-moments lies in the fact that they can significantly influence the customer journey. Understanding the psychological and neuroscientific basis of these moments enables companies to develop effective strategies to be present in these decisive moments and achieve the desired effect.