Where is consumer research going next?

Consumer behaviour may be influenced by a host of neurobiological factors that science is just beginning to understand.
Hilke Plassmann, INSEAD Chaired Professor of Decision Neuroscience and Associate Professor of Marketing at INSEAD, joins us to discuss how recent advancements in her field afford unprecedented insights into consumer choice.

The rise of neuromarketing has already begun to provide companies and researchers with greater insight into consumer behaviour than consumers themselves were capable of giving. Neuromarketing tools such as facial affective recognition, eye tracking and fMRI technology can illuminate the neurobiological responses that may underlie people’s likes and dislikes. Going straight to the source, i.e. the nervous system activity during moments of thinking and decision making, often lets us see beyond the conscious rationales, biases, second-guessing and omissions that crop up in consumer survey responses. Read more…