To truly understand consumer behaviors, we need a clear understanding of how the brain is shaped by contextual factors. Consumer Neuroscience presents a clear overview of the fundamentals of neuroscience and applies the principles to understanding consumer behaviors. The initial chapters introduce the topic to ensure that even those with a limited knowledge of neuroscience will be able to grasp the more advanced content. The book moves on to review: methods, the field of affective neuroscience, mechanisms and applications of neuroimaging methods and fundamentals of visual neuroscience. Consumer Neuroscience concludes with a collection of case studies that allow readers to analyze actual results of different cases in which brain activity was used to answer marketing and business questions. - Presents readers with a clear overview of consumer neuroscience as a field - Includes a visual brain index - Discusses neuroscientific areas that are highly relevant to consumer sciences but may not yet have been integrated into the discipline - Offers the combined expertise of a psychologist and a neuroscientist in authoring the book to provide well rounded insights into the area of consumer neuroscience - Describes unresolved issues and possible methods in consumer neuroscience, along with approaches for tackling them