Li Zeyu, a Grade 2012 undergraduate from Law School of JNU has a thesis “The Mechanism of Consumer's Brand Loyalty based on Neuromarketing”, which has been written in English, adopted by EEM2013,an A2-category Journal. As the first author of the thesis, he tries to probe into the influence of neuromarketing on the formation of consumer’s brand loyalty and shed new light on it.His research was based on three experiments, which aims to finds out the three portions, namely brand, patents,credit, of the formation of consumer’s brand loyalty. He also proposed some advices on how to increase consumer’s loyalty from the perspective of  intellectual property right.