Branding the Brain

A critical review of consumer neuroscience.  Quite a lot of worthwhile interesting detail in both the scientific and commercial aspects ... "  ... To appreciate the value of combining neuroscience with consumer psychology, it is important to understand the broad range of insights available from neuroscience. Neuroscience is the study of the nervous system that seeks to understand the biological basis of behavior. This range of insights is too broad for the study of consumer psychology, which is why in the following paragraphs we briefly clarify which areas within neuroscience are the most relevant for consumer neuroscience.... "