Branding the brain: A critical review and outlook

Hilke Plassmann, Thomas Zoëga Ramsøy, Milica Milosavljevic

Research output: Contribution to journalArticle

164 Scopus citations

Abstract

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 world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.

Original languageEnglish (US)
Pages (from-to)18-36
Number of pages19
JournalJournal of Consumer Psychology
Volume22
Issue number1
DOIs
StatePublished - Jan 1 2012

Keywords

  • Attention
  • Branding
  • Consumer neuroscience
  • Memory
  • Neuromarketing
  • Value

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Fingerprint Dive into the research topics of 'Branding the brain: A critical review and outlook'. Together they form a unique fingerprint.

  • Cite this