Virtual reality (VR) is a technology that makes it possible to create a computer-generated environment that immerses the user in a more immersive experience than would be possible with a conventional 2D view. The user wears VR goggles that give them a 360-degree view of the artificial environment and allows them to interact and navigate.

For neuromarketing, VR offers an opportunity to generate a higher level of emotion and engagement as users can immerse themselves in an immersive world that offers a more intense experience than traditional media. VR can be used to allow potential customers to experience a product in a realistic environment, which can lead to higher levels of engagement and purchase intent. It also offers the opportunity to measure and analyse user reactions to products and brands in a controlled environment to gain insights into customer preferences and behaviours.