Consumer Neuroscience: Applications, Challenges, and Possible Solutions

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Consumer neuroscience for marketing researchers (2018, background): “…consumer neuroscience studies have identified neural structures especially in the frontal lobes hypothesised to process reward and value perceptions influencing different types of decision‐making processes (Levy & Glimcher, 2012; Plassmann et al., 2015; Smidts et al., 2014; Solnais et al., 2013).”
Neuromarketing and consumer neuroscience: current understanding and the way forward (2015, background): “Over the past decade, the field of consumer neuroscience has made meaningful progress in generating insights related to marketing and consumer behavior (Plassmann et al. 2015).”
The neuropsychology of consumer behavior and marketing (2018, background): “(e.g., Kenning & Plassmann, 2008; Plassmann, Ambler, Braeutigam, & Kenning, 2007; Plassmann et al., 2015; Smidts et al., 2014; Solnais, Andreu- Perez, Sánchez- Fernández, & Andréu- Abela, 2013; Yoon et al., 2012), as well as significant investments by industry leading marketing research and advertis”
GLOBAL ACADEMIC TRENDS OF METABOLIC AND ELECTRICAL BIOMEDICAL TOOLS IN MARKETING (2024, unknown): “…to differentiate between various types of decision-making processes, identify cerebral regions that exert influence over financial decisions, and examine brain activations associated with personal involvement (Hsieh & Chang, 2021; Vol. 10 No. 5, 2024 Plassmann et al., 2015; Schaefer et al., 2015).”