Neuromarketing and consumer neuroscience: current understanding and the way forward

Abstract

In the last decade, neuroscience has informed the marketing science in meaningful ways and the interaction between both of these sciences has helped in generating deeper insights into the consumer behavior. This has led to the emergence of a new field of study, termed as neuromarketing or consumer neuroscience. This article introduces the readers to this emerging field in marketing literature and practice. It gives an overview of the applications of neuroscience in addressing marketing and consumer behavior research. The article then discusses the role which neuromarketing and consumer neuroscience is expected to play in shaping the future marketing practices. It also introduces the readers to some methodological concepts of neuromarketing along with some progresses in fundamental neuroscience which are likely to advance this field in turn enhancing the rigor of the neuromarketing studies.