Consumer Neuroscience and Neuromarketing: What New on Marketing Research?

Abstract

The novelty of Neuromarketing and Consumer Neuroscience is the extensive use of experimental results from the laboratory and from the field, which have progressively bypassed the division between formalized and empirical arguments. This advance allows the investigation of the behavioural and neural mechanisms of decision without predict a sort of perfect rational consumer, opening the «black-box» to include the processes implicated in the construction and implementation of a decision, such as emotion and cognition. This special Issue intends to bring forward new results and fresh insights into this matter. From this point of view, the Issue is a relevant occasion to furnish an example of cross-fertilization between quite different disciplines, which are requested to integrate models of analysis each other and different paradigmatic approaches. Further, it offers the opportunity to see, from a different perspective, a milestone of the research on consumer behavior, that is decisional processes and individual attitudes which guide the consumer's choices.