Consumer neuroscience: Applications, challenges, and possible solutions
Plassmann, Venkatraman, Huettel and Yoon describe the first decade of consumer neuroscience as foundational work on the neural processes behind judgement and decision making, mostly published in neuroscience journals. They argue that for the field to grow its basic science must extend into marketing theory and practice. They propose five ways neuroscientific methods can be applied to marketing, identify three fundamental challenges with possible solutions, and describe how the field can complement marketing research and practice.
Plassmann, Venkatraman, Huettel and Yoon describe the first decade of consumer neuroscience as foundational work on the neural processes behind judgement and decision making, mostly published in neuroscience journals. They argue that for the field to grow its basic science must extend into marketing theory and practice. They propose five ways neuroscientific methods can be applied to marketing, identify three fundamental challenges with possible solutions, and describe how the field can complement marketing research and practice.
Written from the abstract, OpenAlex record, 2026-11-03.
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doi:10.1509/jmr.14.0048. Read at the level of the abstract.