Answer:
Neuromarketing.
Explanation:
Like it's name implies, neuromarketing is the branch of marketing whose task is to study the costumers' cognitive responses to marketing stimuli. Like the exercise exemplifies: using neuromarketing, Frito-Lay discovered that shiny potato chip bags invoked feelings of guilt. Therefore, they switched its packaging to matte bags in order to make sales grow, which was the right call.
