The Neuroscience of Consumer Choice.
The Neuroscience of Consumer Choice.
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DOI：
10.1016/j.cobeha.2015.09.005
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发表时间：
2015-10-01
影响因子：
5
通讯作者：
Yoon C
中科院分区：
文献类型：
--
作者：
Hsu M;Yoon C
我们回顾了与消费者神经科学这一新兴领域的科学和应用目标相关的进展和挑战。科学上，在理解选择过程的神经生物学方面已经取得了实质性进展。然而，进一步的进展需要研究人员开始澄清形成和限制选择的一系列发展和认知过程。首先，尽管偏好在消费者选择理论中处于中心地位，但我们仍然对偏好的来源和潜在的发展过程知之甚少。其次，注意和记忆过程在消费者选择中的作用仍然知之甚少，尽管它们在解释来自该领域的数据时被认为很重要。消费者神经科学的应用目标涉及我们将这种理解转化为在人口水平上增强预测的能力。尽管使用神经科学数据进行市场水平的预测仍然是推测性的，但越来越多的证据表明，在特定情况下，神经科学优于现有的市场研究技术。
We review progress and challenges relating to scientific and applied goals of the nascent field of consumer neuroscience. Scientifically, substantial progress has been made in understanding the neurobiology of choice processes. Further advances, however, require researchers to begin clarifying the set of developmental and cognitive processes that shape and constrain choices. First, despite the centrality of preferences in theories of consumer choice, we still know little about where preferences come from and the underlying developmental processes. Second, the role of attention and memory processes in consumer choice remains poorly understood, despite importance ascribed to them in interpreting data from the field. The applied goal of consumer neuroscience concerns our ability to translate this understanding to augment prediction at the population level. Although the use of neuroscientific data for market-level predictions remains speculative, there is growing evidence of superiority in specific cases over existing market research techniques.