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Advancing consumer neuroscience

Author

Listed:
  • Ale Smidts
  • Ming Hsu
  • Alan Sanfey
  • Maarten Boksem
  • Richard Ebstein
  • Scott Huettel
  • Joe Kable
  • Uma Karmarkar
  • Shinobu Kitayama
  • Brian Knutson
  • Israel Liberzon
  • Terry Lohrenz
  • Mirre Stallen
  • Carolyn Yoon

Abstract

In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We describe three new frontiers for ongoing progress at both theoretical and applied levels. First, the field will broaden its boundaries to include genetics and molecular neuroscience, each of which will provide important new insights into individual differences in decision making. Second, recent advances in computational methods will improve the accuracy and out-of-sample generalizability of predicting decisions from brain activity. Third, sophisticated meta-analyses will help consumer neuroscientists to synthesize the growing body of knowledge, providing evidence for consistency and specificity of brain activations and their reliability as measurements of consumer behavior. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Ale Smidts & Ming Hsu & Alan Sanfey & Maarten Boksem & Richard Ebstein & Scott Huettel & Joe Kable & Uma Karmarkar & Shinobu Kitayama & Brian Knutson & Israel Liberzon & Terry Lohrenz & Mirre Stallen , 2014. "Advancing consumer neuroscience," Marketing Letters, Springer, vol. 25(3), pages 257-267, September.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:3:p:257-267
    DOI: 10.1007/s11002-014-9306-1
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    References listed on IDEAS

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    3. Couwenberg, Linda E. & Boksem, Maarten A.S. & Dietvorst, Roeland C. & Worm, Loek & Verbeke, Willem J.M.I. & Smidts, Ale, 2017. "Neural responses to functional and experiential ad appeals: Explaining ad effectiveness," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 355-366.
    4. Ana Cláudia Amaro & Luisa M. Martinez & Filipe R. Ramos & Karla Menezes & Silvio Menezes, 2023. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad," Electronic Commerce Research, Springer, vol. 23(3), pages 1429-1458, September.
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    6. Hakim, Adam & Klorfeld, Shira & Sela, Tal & Friedman, Doron & Shabat-Simon, Maytal & Levy, Dino J., 2021. "Machines learn neuromarketing: Improving preference prediction from self-reports using multiple EEG measures and machine learning," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 770-791.
    7. Alvino, Letizia & Pavone, Luigi & Robben, Henry, 2020. "New frontiers in neuromarketing research : Benefit and potential applications of GRAIL," Other publications TiSEM 1a70174c-8b6b-4d70-be6e-c, Tilburg University, School of Economics and Management.
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