Consumer Neuroscience: Past, Present, and Future

In this article, the authors give an overview of the growing field of consumer neuroscience and discuss when and how it is useful to integrate neurophysiological data into research conducted in business fields. They first discuss the foundational elements of consumer neuroscience and showcase a range of studies that highlight the ways that neuroscientific research and theory can add to existing lines of research in marketing. Next, they discuss the new domains and questions that brain data allow us to address, such as an emerging ability to predict market-level behavior in a range of decision types. The authors conclude by providing insights about the emerging frontiers in the field that we think will have an important impact on our understanding of marketing behavior, as well as organizational behavior.