Consumer neuroscience: Applications, challenges, and possible solutions

Journal Article (Journal Article)

The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decision making, with the majority of such studies published in neuroscience journals and influencing models of brain function. Yet for the field of consumer neuroscience to thrive in the next decade, the current emphasis on basic science research must be extended into marketing theory and practice. The authors suggest five concrete ways that neuroscientific methods can be fruitfully applied to marketing. They then outline three fundamental challenges facing consumer neuroscientists and offer potential solutions for addressing them. The authors conclude by describing how consumer neuroscience can become an important complement to research and practice in marketing.

Full Text

Duke Authors

Cited Authors

  • Plassmann, H; Venkatraman, V; Huettel, S; Yoon, C

Published Date

  • August 1, 2015

Published In

Volume / Issue

  • 52 / 4

Start / End Page

  • 427 - 435

Electronic International Standard Serial Number (EISSN)

  • 1547-7193

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmr.14.0048

Citation Source

  • Scopus