Skip to main content
Journal cover image

Decision neuroscience and consumer decision making

Publication ,  Journal Article
Yoon, C; Gonzalez, R; Bechara, A; Berns, GS; Dagher, AA; Dubé, L; Huettel, SA; Kable, JW; Liberzon, I; Plassmann, H; Smidts, A; Spence, C
Published in: Marketing Letters
June 1, 2012

This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions. © 2012 Springer Science+Business Media, LLC.

Duke Scholars

Altmetric Attention Stats
Dimensions Citation Stats

Published In

Marketing Letters

DOI

ISSN

0923-0645

Publication Date

June 1, 2012

Volume

23

Issue

2

Start / End Page

473 / 485

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

APA
Chicago
ICMJE
MLA
NLM
Yoon, C., Gonzalez, R., Bechara, A., Berns, G. S., Dagher, A. A., Dubé, L., … Spence, C. (2012). Decision neuroscience and consumer decision making. Marketing Letters, 23(2), 473–485. https://doi.org/10.1007/s11002-012-9188-z
Yoon, C., R. Gonzalez, A. Bechara, G. S. Berns, A. A. Dagher, L. Dubé, S. A. Huettel, et al. “Decision neuroscience and consumer decision making.” Marketing Letters 23, no. 2 (June 1, 2012): 473–85. https://doi.org/10.1007/s11002-012-9188-z.
Yoon C, Gonzalez R, Bechara A, Berns GS, Dagher AA, Dubé L, et al. Decision neuroscience and consumer decision making. Marketing Letters. 2012 Jun 1;23(2):473–85.
Yoon, C., et al. “Decision neuroscience and consumer decision making.” Marketing Letters, vol. 23, no. 2, June 2012, pp. 473–85. Scopus, doi:10.1007/s11002-012-9188-z.
Yoon C, Gonzalez R, Bechara A, Berns GS, Dagher AA, Dubé L, Huettel SA, Kable JW, Liberzon I, Plassmann H, Smidts A, Spence C. Decision neuroscience and consumer decision making. Marketing Letters. 2012 Jun 1;23(2):473–485.
Journal cover image

Published In

Marketing Letters

DOI

ISSN

0923-0645

Publication Date

June 1, 2012

Volume

23

Issue

2

Start / End Page

473 / 485

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing