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Hilke Plassmann
Associate Professor of Marketing
Keywords
Marketing; Neuroscience; Consumer Neuroscience; Consumer Behavior; Decision Neuroscience; Neuroeconomics;
Journal Article
Karmarkar U., Plassmann H. (2019). Consumer Neuroscience: Past, Present, and Future Organizational Research Methods, 22(1), (pp174-195).
In this article, the authors give an overview of the growing field of consumer neuroscience and discuss when and how it is useful to integrate neurophysiological data into research conducted in business fields.