Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- 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;
- consumer behavior