Advancing consumer neuroscience

Ale Smidts, Ming Hsu, Alan G. Sanfey, Maarten A.S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe W. Kable, Uma R. Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen, Carolyn Yoon

Research output: Contribution to journalArticlepeer-review

116 Scopus citations


In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We describe three new frontiers for ongoing progress at both theoretical and applied levels. First, the field will broaden its boundaries to include genetics and molecular neuroscience, each of which will provide important new insights into individual differences in decision making. Second, recent advances in computational methods will improve the accuracy and out-of-sample generalizability of predicting decisions from brain activity. Third, sophisticated meta-analyses will help consumer neuroscientists to synthesize the growing body of knowledge, providing evidence for consistency and specificity of brain activations and their reliability as measurements of consumer behavior.

Original languageEnglish (US)
Pages (from-to)257-267
Number of pages11
JournalMarketing Letters
Issue number3
StatePublished - Jan 1 2014


  • Consumer neuroscience
  • Genes
  • Machine learning
  • Meta-analysis
  • Neuroeconomics
  • Social neuroscience

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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