Wednesday, December 9, 2015

Consumer Neuroscience: Past, Present, and Future

KARMARKAR Uma R., PLASSMANN Hilke
Read the working paper
INSEAD Working Paper 2015/98/MKT revised version of 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 discuss the more recent use of brain data to predict market-level consumer behavior, which is a topic that has generated a lot of excitement from academics and practitioners alike. We conclude by providing insights about the newest developments in the field that we think will have an important impact on our understanding of marketing behavior in the future.