An Integrative Guide to Consumer Neuroscience

Sven Braeutigam, PhD, Diplom-Phys., is a senior researcher at the Department of Psychiatry, University of Oxford and MEG physicist at the Oxford Centre for Human Brain activity. His research interests are centred on applications for magnetoencephalography including neurodevelopmental disorders and neuro-marketing. He serves as a scientific reviewer for the National Institute of Neurological Disorders and Stroke and is a member of the editorial review board of the International Journal of Advertising.Dr. Peter Kenning is professor and chair of marketing at Heinrich- Heine-University, Duesseldorf, Germany. He received his Ph.D. in business administration from the University of Muenster, Germany. His research interests include technology management, retail marketing, marketing management, and consumer behavior. His work has been published widely, for example, in PNAS, MIS Quarterly, International Journal of Research in Marketing, Journal of Management Information Systems, Journal of Economic Psychology, and Journal of Behavioral Decision Making.

Braeutigam and Kenning offer a well-written text demonstrating the usefulness of applying methods of neuroscience, particularly brain imaging, to the study of consumer behavior...The studies are fascinating and clearly presented.

• 1: The Road to Consumer Neuroscience 2: Cognitive Processes and Behaviours 3: The Human Brain 4: Mathematical Concepts 5: Neuroscience Technologies 6: Analytical Approaches 7: Individual Consumer Neuroscience 8: Social Consumer Neuroscience 9: Commercial Consumer Neuroscience 10: Gender Related Aspects of Consumer Neuroscience 11: Translational Consumer Neuroscience 12: Ethics 13: Future Directions