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Advancing consumer neuroscience |
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| Authors: | 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 |
| Affiliation: | 1. Rotterdam School of Management, Erasmus University, Rotterdam, The Netherlands 2. Haas School of Business, University of California, Berkeley, Berkeley, CA, USA 3. Donders Institute for Brain, Cognition and Behaviour, Radboud University Nijmegen, Nijmegen, The Netherlands 4. National University of Singapore, Singapore, Singapore 5. Duke University, Durham, NC, USA 6. University of Pennsylvania, Philadelphia, PA, USA 7. Harvard Business School, Boston, MA, USA 8. University of Michigan, Ann Arbor, MI, USA 9. Stanford University, Stanford, CA, USA 10. Virginia Tech Carilion Research Institute, Roanoke, VA, USA 11. Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI, USA |
| Abstract: | 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. |
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