消费者神经科学：新兴的日常选择科学

Consumer neuroscience is a developing field at the intersection of neuroscience, psychology, economics, and marketing that seeks to uncover the neural and physiological mechanisms underlying consumer behavior. Building on early psychophysiological studies, the field has expanded substantially since the mid-2000s through an increasing range of methods and models. We highlight that its strength lies in spanning multiple levels of analysis to address marketing-relevant questions. We highlight four major trends driving the field: improving behavioral prediction, synthesizing evidence through multi