Neuroscience in Marketing and Consumer Research: Using Functional Magnetic Resonance Imaging

While psychology is undergoing an immense shift towards the use of neuroscientific methods such as functional magnetic resonance imaging (fMRI), the application of these techniques so far has received only little attention in marketing and consumer research. The authors seek to address this gap by (1) examining the nature of consumer neuroscience, (2) discussing ways in which neuroscientific methods can be used in marketing and consumer research, and (3) illustrating the proposed procedures with empirical data. The aim is to enhance marketing researchers’ understanding of neuroscientific methods and assist them in their efforts of validly measuring affective and cognitive processes.


Martin Reimann, Andreas Aholt, and Carolin Neuhaus (2009) ,"Neuroscience in Marketing and Consumer Research: Using Functional Magnetic Resonance Imaging", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 568-568.


Martin Reimann, Stanford University, USA
Andreas Aholt, University of Hamburg, Germany
Carolin Neuhaus, University of Bonn, Germany


NA - Advances in Consumer Research Volume 36 | 2009

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