Is Consumer Cognition Reducible to Neurophysiological Functioning?
Is Consumer Cognition Reducible to Neurophysiological Functioning?

Summary/Abstract: This research synthesizes existing studies and investigates the neural correlates of consumer behavior. Using data from Deloitte, Demandbase, MarketingCharts, Pew Research Center, and SnapApp, I performed analyses and made estimates regarding the percentage of online shoppers who say they generally prefer to buy online/buy in physical store if given the choice, U.S. consumers’ purchase decision influencers, and aspects of the purchasing process. Empirical and secondary data are used to support the claim that neuroscience provides cutting-edge ways to assess incongruity in consumer behavior.

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