Marketing Letters

, Volume 25, Issue 3, pp 257–267 | Cite as

Advancing consumer neuroscience

  • Ale SmidtsEmail author
  • Ming HsuEmail author
  • Alan G. Sanfey
  • Maarten A. S. Boksem
  • Richard B. Ebstein
  • Scott A. Huettel
  • Joe W. Kable
  • Uma R. Karmarkar
  • Shinobu Kitayama
  • Brian Knutson
  • Israel Liberzon
  • Terry Lohrenz
  • Mirre Stallen
  • Carolyn Yoon


In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We describe three new frontiers for ongoing progress at both theoretical and applied levels. First, the field will broaden its boundaries to include genetics and molecular neuroscience, each of which will provide important new insights into individual differences in decision making. Second, recent advances in computational methods will improve the accuracy and out-of-sample generalizability of predicting decisions from brain activity. Third, sophisticated meta-analyses will help consumer neuroscientists to synthesize the growing body of knowledge, providing evidence for consistency and specificity of brain activations and their reliability as measurements of consumer behavior.


Consumer neuroscience Neuroeconomics Social neuroscience Genes Machine learning Meta-analysis 

Supplementary material

11002_2014_9306_MOESM1_ESM.docx (15 kb)
ESM 1 (DOCX 14.7 kb)


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Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  • Ale Smidts
    • 1
    Email author
  • Ming Hsu
    • 2
    Email author
  • Alan G. Sanfey
    • 3
  • Maarten A. S. Boksem
    • 1
  • Richard B. Ebstein
    • 4
  • Scott A. Huettel
    • 5
  • Joe W. Kable
    • 6
  • Uma R. Karmarkar
    • 7
  • Shinobu Kitayama
    • 8
  • Brian Knutson
    • 9
  • Israel Liberzon
    • 8
  • Terry Lohrenz
    • 10
  • Mirre Stallen
    • 3
  • Carolyn Yoon
    • 11
  1. 1.Rotterdam School of ManagementErasmus UniversityRotterdamThe Netherlands
  2. 2.Haas School of BusinessUniversity of California, BerkeleyBerkeleyUSA
  3. 3.Donders Institute for Brain, Cognition and BehaviourRadboud University NijmegenNijmegenThe Netherlands
  4. 4.National University of SingaporeSingaporeSingapore
  5. 5.Duke UniversityDurhamUSA
  6. 6.University of PennsylvaniaPhiladelphiaUSA
  7. 7.Harvard Business SchoolBostonUSA
  8. 8.University of MichiganAnn ArborUSA
  9. 9.Stanford UniversityStanfordUSA
  10. 10.Virginia Tech Carilion Research InstituteRoanokeUSA
  11. 11.Stephen M. Ross School of BusinessUniversity of MichiganAnn ArborUSA

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