In order 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 for a deeper understanding of emotions; mechanisms and applications of neuroimaging methods; lifespan development neuroscience; fundamentals of visual neuroscience; cross modal correspondences for understanding consumer perception of stimuli; and directions for future research. 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 insight into the area of consumer neuroscience Describes unresolved issues and possible methods in consumer neuroscience and approaches for tackling them.