Neurochemistry is the study of the chemicals that occur in the brain and nervous system and influence the function and activity of neurons and synaptic connections. It involves researching the chemical processes in the brain that influence our perception, emotions, thoughts and behaviour.

Neurochemistry plays an important role in neuromarketing as it helps us to better understand the effect of marketing messages on the brain and the emotions of customers. For example, certain chemical messengers such as dopamine, serotonin or oxytocin can be triggered by certain visual or content elements of an advert and thus influence the customer's perception of and reaction to the product or service.

Another example is the use of certain flavours and smells in marketing communication. These can have a direct impact on the chemical processes in the brain via the olfactory receptors in the brain and thus trigger positive or negative emotional reactions.

Knowledge of neurochemistry in neuromarketing can help to make marketing messages and campaigns more effective and customise them to the needs and emotions of customers. By targeting specific chemical processes in the brain, marketers can strengthen customer loyalty and increase the impact of their marketing activities.