Consumer Neuroscience: Recent Theoretical and Methodological Developments for Research and Practice Using a Cube Model

  • Marco HubertEmail author
  • Mirja Hubert
Part of the Advances in Neuroethics book series (AIN)


In marketing and consumer research, the application and integration of neuroscientific methods, insights, theories, and tools has increased steadily. In particular, the investigation of implicit and unconscious processes using neuroscientific methods to clarify decision-making processes holds great interest for both researchers and practitioners. Yet despite this interest, problems and limitations continue to hinder the emergence of this field of research. Which insights and analyses can, or cannot, be achieved with neuroscientific research methods in a consumer research context needs to be clarified. This review chapter outlines recent scientific and methodological developments to inform interested researchers and practitioners about the benefits and limitations, as well as ethical considerations, associated with integrating neuroscientific tools into consumer research.


Consumer neuroscience Neuromarketing Marketing research Neuroscience 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Department of Management, MAPP Centre, Aarhus BSSAarhus UniversityAarhusDenmark

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