The new discipline of consumer neuroscience is pursuing the idea of incorporating
neuroscientific methods theories and insights into research on consumers and purchasing
behaviour. The aim is to supplement traditional behavioural-science approaches and obtain new
findings. Against this background this textbook presents the current state of consumer
neuroscience in an easy-to-understand form. This new edition will be supplemented with recent
findings from international marketing research such as the concept of the ?marketing placebo
effect=. With regard to methodologies mobile functional near-infrared spectrography (fNIRS) is
presented & a technique that can now be used to investigate price perception advertising
effectiveness branding and consumer behaviour.