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- September 2014
- Article
Advancing Consumer Neuroscience
By: Ale Smidts, Ming Hsu, Alan G. Sanfey, Maarten A. S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe W. Kable, Uma R. Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen and Carolyn Yoon
In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We... View Details
Keywords: Consumer Neuroscience; Neuroeconomics; Social Neuroscience; Genes; Machine Learning; Meta-analysis; Consumer Behavior; Decision Making; Science
Smidts, Ale, Ming Hsu, Alan G. Sanfey, Maarten A. S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe W. Kable, Uma R. Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen, and Carolyn Yoon. "Advancing Consumer Neuroscience." Marketing Letters 25, no. 3 (September 2014): 257–267.
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
for behavior, and draws on concepts and techniques from neuroscience to inform her research in marketing. For corporations, on the other hand, the science is a means to an end goal of selling more stuff. But the tools, once restricted to... View Details
- 26 Mar 2012
- News
What Neuroscience Tells Us About Consumer Desire
- Article
Consumer Neuroscience: Advances in Understanding Consumer Psychology
By: Uma R. Karmarkar and Carolyn Yoon
While the study of consumer behavior has been enriched by improved abilities to generate new insights, many of the mechanisms underlying judgments and decision making remain difficult to investigate. In this review, we highlight some of the ways in which our... View Details
Keywords: Consumer Neuroscience; Neuroscience; Neuroeconomics; Consumer Psychology; Customer Behavior; Predictive Analytics; Neural Prediction; Neuroimaging; fMRI; Eye-tracking; Consumer Behavior; Marketing
Karmarkar, Uma R., and Carolyn Yoon. "Consumer Neuroscience: Advances in Understanding Consumer Psychology." Current Opinion in Psychology 10 (August 2016): 160–165.
- 17 Dec 2014
- News
Neuroscience Marketing: Is the Product Worth the Price?
- 2015
- Chapter
Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior
By: Hilke Plassmann and Uma R. Karmarkar
The goal of this chapter is to give an overview of the nascent field of consumer neuroscience and discuss when and how it is useful to integrate the "black box" of the consumer's brain into consumer psychology. To reach this goal, we first briefly outline several... View Details
Plassmann, Hilke, and Uma R. Karmarkar. "Consumer Neuroscience: Revealing Meaningful Relationships Between Brain and Consumer Behavior." Chap. 6 in The Cambridge Handbook of Consumer Psychology, edited by Michael I. Norton, Derek D. Rucker, and Cait Lamberton, 152–179. New York: Cambridge University Press, 2015.
- 17 Sep 2013
- News
How sales and coupons persuade consumers to spend more money
- 01 Dec 2015
- First Look
December 1, 2015
Meaningful Relationships Between Brain and Consumer Behavior By: Plassmann, Hilke, and Uma R. Karmarkar Abstract—The goal of this chapter is to give an overview of the nascent field of consumer View Details
Keywords: Sean Silverthorne
- 03 Nov 2015
- News
Marketers Should Pay Attention to fMRI
- 22 Feb 2000
- Research & Ideas
The Mind of the Market: Extending the Frontiers of Marketing Thought
might serve the study of consumer behavior. An HBS professor since 1991, Zaltman's work actually cuts across a number of boundaries. He's a co-director (with Stephen M. Kosslyn, Professor of psychology at Harvard University) of the Mind... View Details
Keywords: by Martha Lagace
- 17 Dec 2014
- Research & Ideas
How Our Brain Determines if the Product is Worth the Price
neuroscience tools to shed light on how our brains make purchasing decisions. "We were interested in whether considering the price first changed how people thought about the decision process, and whether it changed the way the brain... View Details
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
respondents concerned the misuse of such techniques. As Tom Henkel put it, "I'm sure the same companies that wasted time and money on poorly designed surveys and focus groups will engage in similarly misguided neuroscience and... View Details
Keywords: by James Heskett
- Web
Faculty & Advisors | MBA
all. Paul Clancy MBA, Columbia University; BS, Babson College Paul has worked in the biotech industry for the last twenty-three years and spent fourteen years in the consumer products industry. He served as the Chief Financial Officer for... View Details
- 19 Oct 2010
- First Look
First Look: October 19, 2010
suggest that helping others leads to higher levels of happiness, the existing evidence only weakly supports this causal claim: research in psychology, economics, and neuroscience exploring the benefits of charitable giving has been... View Details
Keywords: Sean Silverthorne
- Web
Skydeck - Alumni
professors, and lifelong partners they met on campus Helping Consumers Decarbonize their Purchases In this excerpt from the HBS podcast Climate Rising , Sanchali Pal (MBA 2018) discusses the business plan behind her sustainable spending... View Details
- 02 Jun 2022
- Research & Ideas
Blissful Thinking: When It Comes to Finding Happiness, 'Your Dreams Are Liars'
and a former professional French-horn player, Brooks came to the subject of happiness by way of art. His early research focused on why people produce and consume art and beauty as well as the motives behind human generosity. He discovered... View Details
Keywords: by Dan Morrell
- 05 Aug 2016
- News
Accelerating Change on Medicine’s Final Frontier
visibility, to a network of peers. Many of them felt isolated.” Amadio sensed these challenges were not unique to neuroscience startups, and he began looking at the consumer software sector to see how... View Details
Keywords: Robert S. Benchley
- 01 Jun 2012
- News
Noted & Quoted
—HBS professor Rohit Deshpandé, quoted in an obituary for Thai billionaire Chaleo Yoovidhya, inventor of the popular Red Bull energy drink. (Washington Post, March 19, 2012) “Sex sells, and it has since the dawn of time neuroscience just... View Details
- 11 Feb 2013
- Research & Ideas
Neuroeconomics: Eyes, Brain, Business
field of neuromarketing, which uses brain-tracking tools to determine why consumers prefer some products over others. And there is neuroleadership, which applies neuroscience to management research. Looser... View Details
Keywords: by Carmen Nobel
- 16 Dec 2015
- Research & Ideas
Why ‘Sleep on It’ No Longer Sounds Like Great Advice
able to select one thing from a few reasonable choices. Here, says Karmarkar, who holds Ph.D. degrees in neuroscience and marketing: “if you are trying to make people feel more confident and rule out options, there could be some benefit... View Details