Decision neuroscience and consumer decision making

Carolyn Yoon, Richard Gonzalez, Antoine Bechara, Gregory S. Berns, Alain A. Dagher, Laurette Dubé, Scott A. Huettel, Joseph W. Kable, Israel Liberzon, Hilke Plassmann, Ale Smidts, Charles Spence

Research output: Contribution to journalArticle

54 Scopus citations

Abstract

This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions.

Original languageEnglish (US)
Pages (from-to)473-485
Number of pages13
JournalMarketing Letters
Volume23
Issue number2
DOIs
StatePublished - Jun 2012

Keywords

  • Consumer neuroscience
  • Decision neuroscience

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'Decision neuroscience and consumer decision making'. Together they form a unique fingerprint.

Cite this