Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods in Consumer Neuroscience

Ming Hsu, University of California Berkeley, USA
Uma Karmarkar, Harvard Business School, USA
Karim Kassam, Carnegie Mellon, USA
Tom Meyvis, New York University, USA
Hilke Plassmann, INSEAD, France
Akshay Rao, University of Minnesota, USA
Baba Shiv, Stanford University, USA
Monica Wadhwa, INSEAD, France
Carolyn Yoon, University of Michigan, USA
Drazen Prelec, Massachusetts Institute of Technology, USA
William Hedgcock, University of Iowa, USA
Adam Craig, University of South Florida, USA
Mili Milosavljevic, Stanford University, USA
Angelika Dimoka, Temple University, USA
Nina Mazar, University of Toronto, Canada
Recent advances in our understanding of the brain suggest that we may be able to use neuroscientific data to predict consumers’ attitudes and behavior. This roundtable will discuss promises and challenges of using techniques widely described in the popular press as “mind-reading”, and their implications for theories of consumer behavior.
[ to cite ]:
Ming Hsu, Uma Karmarkar, Karim Kassam, Tom Meyvis, Hilke Plassmann, Akshay Rao, Baba Shiv, Monica Wadhwa, Carolyn Yoon, Drazen Prelec, William Hedgcock, Adam Craig, Mili Milosavljevic, Angelika Dimoka, and Nina Mazar (2012) ,"Reading the Mind of the Consumer: Promises and Challenges of Predictive Methods in Consumer Neuroscience", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1102-1103.