Neuroeconomics and Consumer Neuroscience: The last ten years, The next decade agenda.

Abstract

Neuromarketing has emerged as a powerful perspective and a set of techniques which provides marketing studies what is consider a more objective approach than the given by traditional methods. In this context, neuroeconomics plays a vital role in neuromarketing since it is founded in the first studies which challenge the rational choice theory and the conception of homo economicus, as already did behavioral and experimental economics. As there is little published data on the common results of neuromarketing and neuroeconomics experiments, this investigation provides new insights into the brain activation areas found in the studies connected with economical, cognitive, emotional and marketing proceedings. We revise the previous applied research in neuromarketing, consumer neuroscience and neuroeconomics, to present a trustful revision of the most cited first analysis in the mentioned disciplines. Our investigation facilitates a rigorous state of the art, which would be useful for readers who are interested in these fields and are introducing themselves to them.