Omission bias is a cognitive behaviour in which people are more likely to refrain from an action that could have negative consequences than to take an action that could have positive consequences. In neuromarketing, omission bias can lead to marketing decisions being avoided for fear of negative consequences, even though they could potentially have positive effects.

An example of this could be that a company does not launch a new marketing campaign because it fears that the campaign will not be well received by consumers and will lead to a negative image. Although the campaign could potentially have a positive impact, it is not carried out due to the omission bias.

Omission bias can also play a role in deciding what information to present in an advertising campaign. For example, if a company decides not to present certain information in an advert to avoid upsetting or unsettling consumers, this can lead to important information not being communicated, making the campaign less effective.

To minimise the impact of omission bias in neuromarketing, it is important to have an open and open-minded attitude and make decisions based on facts and data rather than acting out of fear of negative consequences. It is also important to realise that there is always some risk, but that opportunities and risks should be weighed up to make the best decision for the business.