In recent years, our knowledge concerning the neurobiology of choice has increased
tremendously. Research in the field of decision-making has identified important brain …

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 …

Highlights•Consumer neuroscience studies questions of both a scientific and commercial
nature.•Studies of scientific nature have focused on neurobiology of choice …

Highlights•Neuroimaging can simultaneously track emotional responses to preferences and
risks.•Neural data can outperform behavioral data in predicting market-level …

While there is an extensive history of neuroscience, only recently has the theory and the
methods of this discipline been applied to answer questions about decision making, choice …

I inspected the relevant literature on the neural mechanisms underlying the decision
process, providing both quantitative evidence on trends and numerous in-depth empirical …

In recent years, a synergy has emerged between the social and biological sciences, in
efforts to gain a deeper understanding of human cognition and behavior. A longtime …

Decision neuroscience research, as currently practiced, employs the methods of
neuroscience to investigate concepts drawn from the social sciences. A typical study selects …

This article presents an introduction to and analysis of an emerging area of research,
namely decision neuroscience, whose goal is to integrate research in neuroscience and …

This special issue showcases research that demonstrates the usefulness of neuroscientific
approaches to a range of marketing-related questions. The past decade has yielded …