Branding the brain: A critical review and outlook |
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| Authors: | Hilke Plassmann Thomas Zoëga Ramsøy Milica Milosavljevic |
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| Affiliation: | 1. INSEAD, Boulevard de Constance, 77305 Fontainebleau, France, and Decision Neuroscience Group, Cognitive Neuroscience Unit, INSERM, Ecole Normale Supérieure, Paris, France;2. Decision Neuroscience Research Group, Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark;3. Danish Research Centre for Magnetic Resonance, Copenhagen University Hospital Hvidovre, Hvidovre, Denmark;4. Division of Computation and Neural Systems, California Institute of Technology, Pasadena, CA, USA |
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| 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. |
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