Consumer Neuroscience

The author presents the findings of neuroscience relevant to marketing science and practice for the first time in a comprehensive presentation. He explains their significance for more efficient brand management using examples of well-known brands as well as private labels of the food trade. With his interdisciplinary work, the author closes the gap between the previous findings of consumer behaviour science and neuroscientific research. He also shows that "neuromarketing" has not yet fulfilled the claim of opening the black box of the consumer brain.