Publications
Publications
- 2015
- The Cambridge Handbook of Consumer Psychology
Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior
By: Hilke Plassmann and Uma R. Karmarkar
Abstract
The goal of this chapter is to give an overview of the nascent field of consumer neuroscience and discuss when and how it is useful to integrate the "black box" of the consumer's brain into consumer psychology. To reach this goal, we first briefly outline several methods that are part of the consumer neuroscience toolkit and how they are currently used. We then provide an overview of the research that has laid the foundation of consumer neuroscience, showcasing studies that highlight the concrete promises of applying neuroscience to consumer psychology. Building from this, we focus on using brain data to predict consumer behavior, a topic that has recently generated a lot of excitement from academics and practitioners alike. Last, we take a look at newer developments we think will have an important future impact on our understanding of consumer psychology.
Keywords
Citation
Plassmann, Hilke, and Uma R. Karmarkar. "Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior." Chap. 6 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton, 152–179. New York: Cambridge University Press, 2015.