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Journal of Marketing Research (forthcoming)
The first decade of consumer neuroscience research has produced groundbreaking work in identifying the basic neural processes underlying human judgment and decision-making — with most 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. We suggest five concrete ways that neuroscientific methods can be fruitfully applied to marketing. We then outline three fundamental challenges facing consumer neuroscientists and offer potential solutions for addressing them. We conclude by describing how consumer neuroscience can become an important complement to research and practice in marketing.