Branding the Brain: A Critical Review and Outlook

Hilke Plassmann, Thomas Z. Ramsøy, Milica Milosavljevic

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.
Original languageEnglish
JournalJournal of Consumer Psychology
Volume22
Issue number1
Pages (from-to)18-36
Number of pages19
ISSN1057-7408
DOIs
Publication statusPublished - 2012

Cite this

Plassmann, Hilke ; Ramsøy, Thomas Z. ; Milosavljevic, Milica. / Branding the Brain : A Critical Review and Outlook. In: Journal of Consumer Psychology. 2012 ; Vol. 22, No. 1. pp. 18-36.
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Plassmann, H, Ramsøy, TZ & Milosavljevic, M 2012, 'Branding the Brain: A Critical Review and Outlook', Journal of Consumer Psychology, vol. 22, no. 1, pp. 18-36. https://doi.org/10.1016/j.jcps.2011.11.010

Branding the Brain : A Critical Review and Outlook. / Plassmann, Hilke; Ramsøy, Thomas Z.; Milosavljevic, Milica.

In: Journal of Consumer Psychology, Vol. 22, No. 1, 2012, p. 18-36.

Research output: Contribution to journalJournal articleResearchpeer-review

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