Consumer Neuroscience: Past, Present, and Future
综述消费者神经科学领域，讨论如何将神经生理数据整合到商业研究中，并展示神经科学如何预测市场行为，对营销和组织行为研究者有参考价值。
In this article, we give an overview of the growing field of consumer neuroscience and discuss when and how it is useful to integrate neurophysiological data into research conducted in business fields. We first discuss the foundational elements of consumer neuroscience and showcase a range of studies that highlight the ways that neuroscientific research and theory can add to existing lines of research in marketing. Next, we discuss the new domains and questions that brain data allow us to address, such as an emerging ability to predict market-level behavior in a range of decision types. We conclude by providing insights about the emerging frontiers in the field that we think will have an important impact on our understanding of marketing behavior, as well as organizational behavior.