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Related Concept Videos

Cognitivism01:17

Cognitivism

Cognitive psychology emerged as a significant field in the mid-20th century. It focused on understanding humans' internal mental processes. This approach emphasizes how people perceive, remember, think, and solve problems—elements critical to human cognition.
Previously dominated by behaviorism, which prioritized observable behaviors and largely ignored mental processes, psychology transformed in the 1950s. Cognitive psychologists argue that understanding how we think and process information is...
Brain Imaging01:14

Brain Imaging

Brain imaging technologies provide critical insights into both the structure and function of the human brain, enabling medical professionals and researchers to diagnose, study, and treat neurological disorders or psychiatric disorders more effectively.
These technologies include computerized axial tomography (CAT or CT scans), positron-emission tomography (PET scans),  magnetic resonance imaging (MRI),  functional magnetic resonance imaging (fMRI), and Transcranial Magnetic Stimulation (TMS).
Neuronal Communication01:28

Neuronal Communication

Neurons, the fundamental units of the brain and nervous system, communicate through complex electrochemical signals that underpin all cognitive and bodily functions. This communication is primarily facilitated by a process involving the generation and propagation of an action potential along the axon of the neuron. When the internal electrical charge of a neuron surpasses a certain threshold, an action potential is triggered. This rapid change in voltage travels swiftly along the axon to the...
Introduction to Biological Bases of Psychology01:30

Introduction to Biological Bases of Psychology

Biopsychology serves as a vital bridge connecting the intricate domains of biology and psychology, shedding light on how biological systems influence psychological phenomena. This field scrutinizes the biological substrates of behavior and mental processes, emphasizing the nervous system along with the roles of neurotransmitters, hormones, and genetics. It also incorporates evolutionary perspectives to explain the adaptive nature of mental functions.
The nervous system, the cornerstone of...
Psychology as a Science01:13

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Psychology, as a scientific discipline, aims to understand the mind and behavior through rigorous and systematic methods. The foundation of psychological research is evidence-based, relying heavily on the scientific method to derive and validate knowledge. This structured approach ensures that findings are reliable, valid, and applicable to broader contexts.
The scientific method in psychology involves six critical steps: making observations, formulating hypotheses, conducting tests, analyzing...
Neuroplasticity01:01

Neuroplasticity

Neuroplasticity reflects the brain's remarkable capacity to adapt and evolve, responding dynamically to learning, experiences, or injury by reorganizing its neural circuitry. This reorganization involves creating new neural connections and refining old ones through a series of biological processes that contribute to the brain's lifelong development and adaptability.

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Related Experiment Video

Updated: Jun 26, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
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Published on: August 28, 2017

How neuroscience can inform consumer research.

Peter H Kenning1, Hilke Plassmann

  • 1Zeppelin University, D-88045 Friedrichshafen, Germany. peter.kenning@zeppelin-university.de

IEEE Transactions on Neural Systems and Rehabilitation Engineering : a Publication of the IEEE Engineering in Medicine and Biology Society
|January 16, 2009
PubMed
Summary

Consumer neuroscience merges neuroscience with consumer research to better understand consumer behavior. This emerging field offers insights into customer loyalty and future research directions.

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Area of Science:

  • Neuroscience
  • Consumer Behavior
  • Marketing Science

Background:

  • Consumer research increasingly utilizes neuroscience methods.
  • Understanding consumer decision-making is a key challenge.

Purpose of the Study:

  • To provide an overview of consumer neuroscience.
  • To present initial research findings.
  • To outline implications for consumer research.

Main Methods:

  • Review of existing literature in consumer neuroscience.
  • Analysis of empirical evidence from past studies.
  • Case example focusing on customer loyalty.

Main Results:

  • Consumer neuroscience offers novel insights into consumer behavior.
  • Initial studies demonstrate the potential of neuroscientific approaches.
  • Customer loyalty research can significantly benefit.

Conclusions:

  • Consumer neuroscience is a promising, nascent field.
  • Further research is needed to explore its full potential.
  • The approach has significant implications for marketing and consumer studies.