The striatum is a part of the brain that plays an important role in the processing of reward and motivation. In neuromarketing, the striatum is often analysed in order to understand the reaction of consumers to certain brands, products or advertising.

When the striatum is activated, it signals to the brain that a reward or positive experience is imminent. This can lead to increased motivation for consumers to buy a certain product or favour a certain brand.

By studying activity in the striatum, market researchers and neuromarketing experts can gain valuable insights into how consumers respond to different marketing strategies and stimuli. This can help to develop more effective and targeted marketing campaigns that influence consumer motivation and behaviour.

However, it is important to note that the striatum is only one part of the brain and other factors such as emotions, personal beliefs and experiences can also play an important role in purchasing decisions. However, understanding the striatum can help to develop a deeper understanding of consumer motivation and behaviour and therefore develop better marketing strategies.