In this article, we give an overview of the growing field of consumer neuroscience and
discuss when and how it is useful to integrate neurophysiological data into research�…

Insights and tools from neuroscience are of great value to marketers. Neuroscientific
techniques allow consumer researchers to understand the fundamental neural�…

This special issue showcases research that demonstrates the usefulness of neuroscientific
approaches to a range of marketing-related questions. The past decade has yielded�…

The first decade of consumer neuroscience research has produced groundbreaking work in
identifying the basic neural processes underlying human judgment and decision making�…

In 2004, the journal Neuron published a paper titled “Neural Correlates of Behavioral
Preferences for Culturally Familiar Drinks.” But the work was already generating significant�…

Purpose Neuroimaging technologies such as electroencephalogram and magnetic
resonance imaging allow us to analyze consumers' brains in real time as they experience�…

Following the development of advanced neuroimaging techniques, the growing interest in
studying the brain's response to marketing stimuli resulted in the birth of consumer�…

Recent decades have witnessed a burst of neuroscience research investigating mental and
physiological processes central to consumer behavior, including sensory perception�…

In the first decade of consumer neuroscience, strong progress has been made in
understanding how neuroscience can inform consumer decision making. Here, we sketch�…

The use of neuroscience tools to study consumer behavior and the decision making process
in marketing has improved our understanding of cognitive, neuronal, and emotional�…