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 …

Until now, economic theory has not systematically integrated the influence of emotions on
decision-making. Since evidence from neuroscience suggests that decision-making as …

Purpose – The purpose of this paper is to provide a brief overview of the methodology of
several brain imaging techniques and in particular, functional magnetic resonance imaging (…

Despite the importance and pervasiveness of marketing, almost nothing is known about the
neural mechanisms through which it affects decisions made by individuals. We propose that …

… To test H 5 , the study uses multi-group causal analysis to compare the two pairs of path
coefficients comprising of the effects of each commitment dimension … These results support H 5 . …

… Subjects were instructed not to eat for 4 h before the experiment, which increased the value
that they placed on the foods. They were also instructed that they would have to remain in …

Background and Purpose. The authors used functional magnetic resonance imaging (fMRI)
to investigate how individual economic decisions are influenced by implicit memory …

The first decade of consumer neuroscience research has produced groundbreaking work in
identifying the basic neural processes underlying human judgment and decision making, …

… Subjects were instructed to eat at most 2 h before the experiment to decrease the attractiveness
of the foods. During the informed consent period, subjects agreed to eat whatever food …

There is a growing consensus that the brain computes value and saliency-like signals at the
time of decision-making. Value signals are essential for making choices. Saliency signals …