The purpose of this study is to investigate neuromarketing and its impact on customers’ decision-making in brand selection. This research is applied in nature and, in terms of data collection, is considered a descriptive study. The statistical population consisted of all sales managers of chain stores in the city of Isfahan, totaling 250 individuals. The sample size was estimated at 148 respondents using Cochran’s formula, and a simple random sampling method was employed.The data collection instrument was a researcher-developed questionnaire. Its validity was confirmed by academic experts, while its reliability was assessed using Cronbach’s alpha coefficient. Both descriptive and inferential statistical methods were utilized for data analysis.The findings indicate that neuromarketing strategies, including visual stimuli, auditory stimuli, emotional stimulation, and memory access, have a significant impact on customers’ decision-making in brand selection.