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The neuropsychology of consumer behavior and marketing
Author(s) -
Shaw Steven D.,
Bagozzi Richard P.
Publication year - 2018
Publication title -
consumer psychology review
Language(s) - English
Resource type - Journals
eISSN - 2476-1281
pISSN - 2476-1273
DOI - 10.1002/arcp.1006
Subject(s) - neuromarketing , consumer neuroscience , neuropsychology , value (mathematics) , consumer behaviour , psychology , neuroscience , cognitive science , computer science , cognition , social psychology , machine learning , working memory
Insights and tools from neuroscience are of great value to marketers. Neuroscientific techniques allow consumer researchers to understand the fundamental neural underpinnings of psychological processes that drive consumer behavior, and elucidate the “black box” that is the consumer's mind. In the following review, we provide an overview of the fundamental tenets of consumer neuroscience, selectively outline key areas of marketing that consumer neuroscience has contributed to, compare and contrast neuroscientific tools and methods, and discuss future directions for neurophysiological work in marketing. In doing so, we illustrate the broad substantive landscape that neuroscience can add value to within marketing.