MANAGEMENT SLANT
- The inclusion of neuroscience and psychology has benefited researchers’ understanding of consumers and communication effects.
- Conceptual inconsistencies, poor business practices, and a lack of academic rigor have hampered the emerging fields of consumer neuroscience and neuromarketing.
- Applied research needs to provide a way to ensure that basic research is translated, validated, and tested against the initial claims.
- The language of cognitive psychology and cognitive neuroscience should be employed, because it has the longest and most substantial research on the faculties of the mind.
- Collaborative efforts are needed to reduce conceptual...