Decision neuroscience and consumer decision making

  title={Decision neuroscience and consumer decision making},
  author={Carolyn Yoon and Richard D. Gonzalez and Antoine Bechara and Gregory S. Berns and Alain Dagher and Laurette Dub{\'e} and Scott A. Huettel and Joseph W. Kable and Israel Liberzon and Hilke Plassmann and Ale Smidts and Charles Spence},
  journal={Marketing Letters},
This article proposes that neuroscience can shape future theory and models in consumer decision making and suggests ways that neuroscience methods can be used in decision-making research. The article argues that neuroscience facilitates better theory development and empirical testing by considering the physiological context and the role of constructs such as hunger, stress, and social influence on consumer choice and preferences. Neuroscience can also provide new explanations for different… 
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