2012/01/01 by Hilke Plassmann, Hilke Plaßmann, Thomas Zoëga Ramsøy +2 · 1 citation
Business, Management and Accounting · Neuroscience · #Consumer Behavior in Brand Consumption and Identification #Neural and Behavioral Psychology Studies #Olfactory and Sensory Function Studies
paper · doi:10.1016/j.jcps.2011.11.010
openalex publication_date 2012/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/02
Abstract The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.