Consumer Neuroscience and its Application in Marketing

Abstract

There is a very important difference between “Consumer neuroscience” and “Neuromarketing”. While the first field deals in research on subjects like neuroscience, psychology and marketing; the latter is linked to the functionality of neurophysiological tools, namely eye tracking, skin conductance, electroencephalography (EEG), and functional magnetic resonance imaging (fMRI). Neuromarketing is interested in carrying out market research which is specific to a particular company. This article covers topics like recent methods in neuroscience used by consumer researchers, basic ideas in consumer neuroscience derived on the basis of initial findings. The article also suggests ideas for future research in the field of consumer neuroscience.