Myths and Misunderstandings in Consumer Neuroscience

Abstract

The interdisciplinary field of consumer neuroscience utilizes techniques from psychology, neuroscience, economics, and marketing to gain a more comprehensive understanding of the consumer experience. Ethical, legal, and social consequences of integrating physiological and brain technology into market research have raised concerns, especially as this field continues to expand. Further, the expectations of the technology and research findings are often tainted by misrepresentation of false claims, neuromyths or inaccurate reporting. Herein, an explanation of consumer neuroscience is provided, as well as its limited power of persuasion. Concerns for autonomy, control, and privacy are addressed by reviewing common misconceptions of the influence consumer neuroscience has on decision making. Additionally, this paper clarifies the limitations of certain techniques implemented and discusses the importance of public knowledge to combat inaccurate interpretations of data results. By acknowledging the best applications for these tools, the value of consumer neuroscience in market research is revealed.