Marketing Letters

, Volume 23, Issue 2, pp 473–485

Decision neuroscience and consumer decision making


    • Stephen M. Ross School of BusinessUniversity of Michigan
  • Richard Gonzalez
    • University of Michigan
  • Antoine Bechara
    • University of Southern California
  • Gregory S. Berns
    • Emory University
  • Alain A. Dagher
    • McGill University
  • Laurette Dubé
    • McGill University
  • Scott A. Huettel
    • Duke University
  • Joseph W. Kable
    • University of Pennsylvania
  • Israel Liberzon
    • University of Michigan
  • Hilke Plassmann
    • INSEAD
  • Ale Smidts
    • Erasmus University
  • Charles Spence
    • University of Oxford

DOI: 10.1007/s11002-012-9188-z

Cite this article as:
Yoon, C., Gonzalez, R., Bechara, A. et al. Mark Lett (2012) 23: 473. doi:10.1007/s11002-012-9188-z


This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different sources of heterogeneity within and across populations, suggest novel hypotheses with respect to choices and underlying mechanisms that accord with an understanding of biology, and allow for the use of neural data to make better predictions about consumer behavior. The article suggests that despite some challenges associated with incorporating neuroscience into research on consumer decision processes, the use of neuroscience paradigms will produce a deeper understanding of decision making that can lead to the development of more effective decision aids and interventions.


Consumer neuroscienceDecision neuroscience

Copyright information

© Springer Science+Business Media, LLC 2012