Consumer Neuroscience - An Overview of an Emerging Discipline with Implications for Consumer Policy
Journal
Journal of Consumer Protection and Food Safety
ISSN
1661-5751
ISSN-Digital
1661-5867
Type
journal article
Date Issued
2011-03
Author(s)
Abstract
In recent years, interest in the integration and application of neuroscientific theories, concepts, findings and methods to the research discipline of consumer behavior has been increasing. The sub-discipline of consumer neuroscience that has resulted from that interest belongs to the innovative approach of neuroeconomics. Consumer neuroscience investigates problems of consumption and marketing through methods and findings from neuroscience. Conventional research in consumer behavior and marketing necessarily looked at the human organism as being a "black box" which cannot be assessed directly, or physiologically. This was a time when research mainly used theoretical constructs to interpret these bodily processes and resulting behavior. More recently, however, modern techniques and methods in neuroscience have facilitated a far more direct look into the "black box" of the organism as the basis for the sub-discipline of consumer neuroscience. Consumer neuroscience, therefore, can significantly benefit research in the field of consumer behavior, particularly in the attempt to better understand human behavior in decision-making processes. Although consumer neuroscience is a fledgling discipline, it constitutes a complementing advancement toward more comprehensive testing and expansion of theory. Against this background, the primary goal of the paper is to provide an overview of methods, findings, and implications of selected studies in consumer neuroscience. Furthermore, we integrate aspects of consumer policy and neuroethics, discussing the possible implications of these insights for consumer protection.
Language
English
Keywords
Consumer neuroscience
Neuromarketing
Neuroethics
Consumer policy
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
SP Birkhäuser Verlag
Publisher place
Basel
Volume
6
Number
1
Start page
111
End page
125
Pages
15
Subject(s)
Division(s)
Eprints ID
221694
File(s)![Thumbnail Image]()
Name
Kenning und Linzmajer 2011.pdf
Size
471.78 KB
Format
Adobe PDF
Checksum (MD5)
fb97cea3d079e6c9220423c189ba2c04