Consumer Neuroscience: Current State of Knowledge and Future Research Directions

This roundtable session seeks to discuss recent approaches in the field of consumer neuroscience that aim at understanding the neural systems supporting and affecting marketing-relevant behavior. The session brings together researchers currently using neuroscientific methods to investigate questions related to marketing in order to 1) assess the current state of knowledge and 2) discuss directions for future research. The session will begin with a discussion of the marketing-relevant questions that have been investigated within consumer neuroscience, as well as decision neuroscience and neuroeconomics. This will be followed by a discussion to elicit ideas about research future directions.


William Hedgcock, Mary Frances Luce, and Hilke Plassmann (2009) ,"Consumer Neuroscience: Current State of Knowledge and Future Research Directions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 817-817.


William Hedgcock, University of Iowa, USA
Mary Frances Luce, Duke University, USA
Hilke Plassmann, California Institute of Technology, USA and INSEAD, France


NA - Advances in Consumer Research Volume 36 | 2009

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