Edited by Victoria Wells and Gordon Foxall
Peter Kenning, Mirja Hubert and Marc Linzmajer 12.1 INTRODUCTION Recent years have seen enormous progress in academic research at the intersection of neuroscience, psychology and economics (Foxall et al. 1998). The outcome of this progress is summarized by the introduction of new and transdisciplinary fields like neuroeconomics or decision neuroscience (Shiv et al. 2005). Their joint aim is to integrate and apply neuroscientific theories, concepts, findings and methods to develop a sound idea of how humans make decisions (Kenning and Plassmann 2005). The aim of this chapter is to give a detailed overview of the research area of consumer neuroscience. This transdisciplinary field can be viewed as a sub-discipline of neuroeconomics, in which consumer psychologists and business economists are dedicated to investigating consumer research and marketing questions with methodological and conceptual approaches from neuroscience (Fugate 2007; Lee et al. 2007). In addition they aim to add a new theoretical perspective to consumer research. Therefore, the academic research in consumer neuroscience takes place at the nexus of neuroscience, psychology, and marketing. Classical research in consumer behaviour and marketing necessarily looked at the human organism as being a “black box” and consequently used mainly theoretical constructs to interpret bodily processes and resulting behaviour (Howard and Sheth 1969). Today, modern techniques and methods from neuroscience enable researchers to get a more direct look into the “black box” of the human organism and provide the basis for the emergent field of consumer neuroscience (Kenning et al. 2007). On the whole the use of neurobiological...
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