Social and Behavioral Sciences Commons^™

Consumer Neuroscience: A Multi-Disciplinary Approach To Marketing Leveraging Advances In Neuroscience, Psychology And Economics, Bridget E. Blum

CMC Senior Theses

For decades, neuroscience has greatly contributed to our foundational understanding of human behavior. More recently, the findings and methods of neuroscience have been applied to study the process of decision-making in order to offer advanced insights into the neural mechanisms that influence economic and consumer choices. In this thesis, I will address how customized marketing strategies can be enriched through the integration of consumer neuroscience, an integrative field anchored in the biological, cognitive and affective mechanisms of consumer behavior. By recognizing and utilizing these multidisciplinary interdependencies, marketers can enhance their advertising and promotional mix to elicit desired neural and affective …