Read the working paper
INSEAD Working Paper 2014/10/MKT
The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decisionmaking. However, most of the neuroscience work that is relevant for consumer research has thus far been published in neuroscience journals. In order for the field of consumer neuroscience to thrive in the next decade, it is crucial that the current emphasis on basic science research be extended into marketing theory and practice. We first suggest five ways that neuroscientific methods can be fruitfully applied to marketing. We then outline three common criticisms facing consumer neuroscientists and offer concrete solutions for addressing them. We conclude with an outlook for the future of the field.