Neuroaesthetics is an interdisciplinary approach that deals with research into the biological basis of aesthetic experiences. It deals with the way in which the brain reacts to aesthetic stimuli such as art, music, architecture and design and how these reactions influence our aesthetic judgement.

In neuromarketing, neuroaesthetics is used to improve the understanding of consumers' aesthetic preferences and tastes. It helps to understand what kind of aesthetic stimuli have a positive or negative effect on consumers and how these reactions can be influenced to improve the perception and judgement of products and services.

For example, neuroaesthetics can be used to understand what kind of colours, shapes and visual stimuli evoke a strong emotional response in consumers. By integrating these insights into the design of packaging, websites or advertising campaigns, companies can build a stronger emotional connection to their products and brands, improving their perception and success in the market.