Consumer neuroscience: the emerging science of everyday choices

Consumer neuroscience is a developing field at the intersection of neuroscience, psychology, economics, and marketing that seeks to uncover the neural and physiological mechanisms underlying consumer behavior. Building on early psychophysiological studies, the field has expanded substantially since the mid-2000s through an increasing range of methods and models. We highlight that its strength lies in spanning multiple levels of analysis to address marketing-relevant questions. We highlight four major trends driving the field: improving behavioral prediction, synthesizing evidence through multidataset analyses, developing formal models linking neural processes to consumer decision-making, and integrating brain and body measures. Together, these advances position consumer neuroscience as an integrative science with implications for marketing, policy, and consumer welfare.