Neuroscience and Consumer Behavior: Where to Now?

Abstract

Over the past 20 years, the interest in consumer neuroscience (CN) has grown exponentially. In a period of economic stagnation, it is little wonder that the possibility to uncover and capitalize on the understanding of the neural mechanisms responsible for purchase behavior has attracted the interest of many corporations When the combination of economic theories and neuroscience gave rise to the transdisciplinary field of Neuroeconomics, soon after, a sub-area of interest emerged related to economic behaviors. CN, indeed, aims to take advantage of the study of neural correlates underlying decision-making to understand which factors guide the consumer's journey up to making a purchase decision.

Topics & Concepts