Consumer neuroscience—as a valuable complement to traditional, largely behavioral, research methods—is attracting increasing interest from researchers of marketing and consumer behavior. Although this field has made very important contributions, most consumer neuroscience studies to date have mainly focused on individuals' brain responses to simple marketing stimuli in solitary, lab-based, albeit well-controlled, experimental settings. Thus, previous studies may not yet have tapped other promising approaches involving more ecologically valid, “real,” or social consumption experiences, which could add key extensions to past methods and results. This paper summarizes current findings of consumer neuroscience, including a brief overview of past approaches and topics of focus, and then more expansively targeting these emerging approaches, and proposes a methodological structure for future research emphasizing a movement from a single-brain frame, in which single individuals passively observe and respond to marketing stimuli, to also multibrain perspectives, where group of consumers actively engage in consumption activities. Accordingly, a three-layer approach to analysis is suggested, emphasizing not only (1) activation patterns and brain regions but also directed (2) intra- and inter-brain networks with (3) dynamic processing. This review provides an important next step in the understanding of neural cognitive mechanisms underlying consumer behavior.

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未来消费者神经科学研究的方法结构

消费者神经科学——作为对传统的、主要是行为的研究方法的宝贵补充——正在吸引营销和消费者行为研究人员越来越多的兴趣。尽管该领域做出了非常重要的贡献，但迄今为止，大多数消费者神经科学研究主要集中在个人对简单营销刺激的大脑反应上，这些刺激在单独的、基于实验室的、尽管控制良好的实验环境中。因此，之前的研究可能尚未开发其他有前景的方法，涉及更生态有效的、“真实的”或社会消费体验，这些方法可以为过去的方法和结果增加关键的扩展。本文总结了消费者神经科学的当前发现，包括对过去方法和重点主题的简要概述，然后更广泛地针对这些新兴方法，并为未来的研究提出了一种方法论结构，强调从单脑框架（单个个体被动观察和响应营销刺激）到多脑视角（消费者群体积极参与消费活动）的运动。因此，建议采用三层分析方法，不仅强调 (1) 激活模式和大脑区域，而且还强调 (2) 具有 (3) 动态处理的大脑内和大脑间网络。这篇综述为理解消费者行为背后的神经认知机制提供了重要的下一步。消费者群体积极参与消费活动。因此，建议采用三层分析方法，不仅强调 (1) 激活模式和大脑区域，而且还强调 (2) 具有 (3) 动态处理的大脑内和大脑间网络。这篇综述为理解消费者行为背后的神经认知机制提供了重要的下一步。消费者群体积极参与消费活动。因此，建议采用三层分析方法，不仅强调 (1) 激活模式和大脑区域，而且还强调 (2) 具有 (3) 动态处理的大脑内和大脑间网络。这篇综述为理解消费者行为背后的神经认知机制提供了重要的下一步。