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Consumer neuroscience: Applications, challenges, and possible solutions

Publication ,  Journal Article
Plassmann, H; Venkatraman, V; Huettel, S; Yoon, C
Published in: Journal of Marketing Research
August 1, 2015

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.

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Published In

Journal of Marketing Research

DOI

EISSN

1547-7193

ISSN

0022-2437

Publication Date

August 1, 2015

Volume

52

Issue

4

Start / End Page

427 / 435

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4), 427–435. https://doi.org/10.1509/jmr.14.0048
Plassmann, H., V. Venkatraman, S. Huettel, and C. Yoon. “Consumer neuroscience: Applications, challenges, and possible solutions.” Journal of Marketing Research 52, no. 4 (August 1, 2015): 427–35. https://doi.org/10.1509/jmr.14.0048.
Plassmann H, Venkatraman V, Huettel S, Yoon C. Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research. 2015 Aug 1;52(4):427–35.
Plassmann, H., et al. “Consumer neuroscience: Applications, challenges, and possible solutions.” Journal of Marketing Research, vol. 52, no. 4, Aug. 2015, pp. 427–35. Scopus, doi:10.1509/jmr.14.0048.
Plassmann H, Venkatraman V, Huettel S, Yoon C. Consumer neuroscience: Applications, challenges, and possible solutions. Journal of Marketing Research. 2015 Aug 1;52(4):427–435.

Published In

Journal of Marketing Research

DOI

EISSN

1547-7193

ISSN

0022-2437

Publication Date

August 1, 2015

Volume

52

Issue

4

Start / End Page

427 / 435

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing