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Consumer Neuroscience

Part 3. Consumer Behavior

  1. Hilke Plassmann1,
  2. Carolyn Yoon2,
  3. Fred M. Feinberg2,
  4. Baba Shiv3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03051

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Plassmann, H., Yoon, C., Feinberg, F. M. and Shiv, B. 2010. Consumer Neuroscience. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. 1

    INSEAD, Fontainebleau, France

  2. 2

    University of Michigan, Ann Arbor, MI, USA

  3. 3

    Stanford University, Stanford, CA, USA

Publication History

  1. Published Online: 15 DEC 2010


Consumer neuroscience is a new, burgeoning field comprising academic research at the intersection of neuroscience proper, psychology, economics, decision theory, and marketing. Its main goal is to shed light on basic questions of consumer behavior by coupling traditional, experimental, and statistical research techniques with those developed by neuroscientists. This article presents an overview of the basic precepts of consumer neuroscience, some of its important early findings, and suggests how the field might develop over the next decade. Particular attention is paid to the use of functional magnetic resonance imaging (fMRI) as part of a multimethodology approach to resolving fundamental behavioral research questions. Specifically, the authors address three main topics: how neuroscience offers consumer researchers a powerful suite of methodological tools; ways in which neuroscience represents a source of theoretical insights in experimental behavioral research; and how consumer researchers, economists, and decision theorists can actively spur developments in the core discipline of neuroscience. The article concludes with a series of suggestions for future research directions in the discipline.


  • consumer neuroscience;
  • decision neuroscience;
  • neuromarketing;
  • marketing;
  • consumer behavior