Read the working paper
INSEAD Working Paper 2015/19/MKT
In this paper we give an overview of the nascent field of consumer neuroscience and discuss when and how it is useful to integrate the “black box” of the consumer’s brain into marketing research. To reach this goal we first provide an overview of the research that has laid the foundation of consumer neuroscience, showcasing studies that highlight the concrete promises of applying neuroscience to marketing. Building from this, we focus on a recent topic that has generated a lot of excitement from academics and practitioners alike, namely using brain data to predict consumer behavior. We conclude by providing insights about the most recent developments that we think will have an important future impact on our understanding of marketing behavior.