A neurotransmitter is a chemical substance that acts as a messenger in the brain and nervous system. These molecules are produced and released by neurons to transmit signals to other neurons, muscles or glands. Neurotransmitters play a crucial role in regulating emotions, behaviour, cognitive function and many other aspects of brain function.

Understanding neurotransmitters is of great importance for neuromarketing, as it involves influencing the decisions and behaviour of consumers. Knowledge of the effect of neurotransmitters on the brain can help to develop advertising strategies that specifically target the emotions and behaviour of consumers.

For example, dopamine, a neurotransmitter associated with reward and pleasure, can be used in the development of advertising campaigns to evoke a positive feeling in consumers and thus increase their willingness to buy. On the other hand, advertising strategies can also aim to reduce certain neurotransmitters, such as stress hormones, to reduce anxiety in consumers and improve their decision-making ability.