PET stands for positron emission tomography and is an imaging method used in medical diagnostics. In neuromarketing, PET is used to analyse the brain activity of customers when interacting with marketing stimuli.

In PET technology, tiny amounts of radioactive labelling substances are injected into the subject's body. These substances are designed to accumulate in specific areas of the brain, depending on the type of activity taking place in that area. These labelling substances then emit gamma rays, which are captured by a PET camera and create a three-dimensional image of brain activity.

PET technology is particularly useful for measuring the activity of neurotransmitters such as dopamine, serotonin and noradrenaline in the brain. These neurotransmitters play an important role in regulating emotions and motivation, which are crucial to customers' purchasing decisions. By analysing brain activity when interacting with marketing stimuli, companies can determine which areas of the brain are activated and which neurotransmitters are involved. This information can then be used to optimise marketing messages and influence customers' purchasing decisions in a targeted manner.

Overall, PET technology offers a powerful way to analyse the brain activity of customers in relation to marketing stimuli and to deepen the understanding of how the brain reacts to advertising, products and services.