The DOI matches its Crossref record; 18 of the 18 references it cites were found in a registry or an index.
Consumer Neuroscience: Applications, Challenges, and Possible Solutions
Abstract
The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decision making, with the majority of such studies published in neuroscience journals and influencing models of brain function. Yet for the field of consumer neuroscience to thrive in the next decade, the current emphasis on basic science research must be extended into marketing theory and practice. The authors suggest five concrete ways that neuroscientific methods can be fruitfully applied to marketing. They then outline three fundamental challenges facing consumer neuroscientists and offer potential solutions for addressing them. The authors conclude by describing how consumer neuroscience can become an important complement to research and practice in marketing.
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Cites
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Cited by
Understanding customer experience throughout the customer journey
Lemon, K. N., & Verhoef, P. C. (2016) · Journal of Marketing · doi:10.1509/jm.15.0420 · Cited by 5,765
Yen, C., & Chiang, M.-C. (2021) · Behaviour & Information Technology · doi:10.1080/0144929x.2020.1743362 · Cited by 297
Frontal Brain Asymmetry and Willingness to Pay
Ramsøy, T. Z., Skov, M., Christensen, M. K., & Stahlhut, C. (2018) · Frontiers in Neuroscience · doi:10.3389/fnins.2018.00138 · Cited by 126
Kaunhoven, R. J., & Dorjee, D. (2017) · Neuroscience & Biobehavioral Reviews · doi:10.1016/j.neubiorev.2017.01.007 · Cited by 130
The dynamic effects of visual complexity and scene cuts on viewer attention
Wals, S., Grewal, D., Wilms, I., Hilken, T., Briassouli, A., & Wetzels, M. (2026) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-025-01137-x · Cited by 2
Metadata
- Authors
- Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2015-08
- Volume
- 52
- Issue
- 4
- Pages
- 427-435
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2034737554
- Cited by
- 485
- References
- 18
- FWCI
- 19.76
- Type
- journal article
- Language
- en
- Open access
- closed
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