1. Introduction

In neuroscience, the processes underlying our decision making – how we arrive at a particular choice – are termed neural correlates of decision making. The most direct method of identifying the neural correlates of decisions is to record the activity of single neurons while the subject makes a choice. This method has been used to great effect in animals. For example, optogenetic techniques, in which specific pathways are activated using light, have been used to identify the mechanisms underlying fear-related decisions and to link specific decision processes to anxiety and depression-related disorders. fMRI studies in humans have identified many brain areas that are involved in the process of making decisions. Traditionally, these studies have attempted to isolate the mechanisms related to engaging in a decision, as opposed to other cognitive processes, by comparing simple decisions on motor responses to a control condition in which the subject does not engage in a decision but instead makes a predefined response. There are currently two main theories about the process of making decisions – predictions and postdictions. The prediction theory is that we assign a value to each possible choice and then make the one with the highest relative value. The postdiction theory states that we decide first and then change our subjective opinion so that the choice we made seems to have the best possible outcome. A recent TICS opinion piece puts forth a framework in which predictions are a form of internal model which guides our actions, and postdiction is a way of updating the parameters of the model. This perspective may unify the two theories.

2. The Basics of Neuroscience
3. The Basics of Marketing
4. The Connection between Neuroscience and Marketing
5. Neuroscientific Techniques in Consumer Research
6. Understanding Consumer Decision-Making
7. The Role of Emotions in Consumer Behavior
8. The Influence of Advertising on the Brain
9. Neuromarketing and Branding
10. Neuropricing: Pricing Strategies Based on Neuroscience
11. Neurofeedback and Consumer Behavior
12. The Ethics of Neuromarketing
13. Neuroimaging and Consumer Response
14. The Impact of Packaging on Consumer Perception
15. Neuromarketing in Digital Advertising
16. The Power of Storytelling in Marketing
17. Neuromarketing in Social Media
18. The Role of Colors in Marketing
19. Neurological Factors Affecting Brand Loyalty
20. The Science of Neuromarketing Experiments
21. The Future of Neuromarketing
22. Neurological Factors in Product Design
23. Neuromarketing in Retail Environments
24. The Psychology of Pricing
25. The Impact of Music on Consumer Behavior
26. Neurological Factors in Consumer Trust
27. The Role of Memory in Marketing
28. Neuromarketing and Consumer Segmentation
29. The Effectiveness of Neuromarketing Campaigns
30. The Influence of Scarcity on Consumer Decision-Making
31. Neurological Factors in Online Shopping
32. Conclusion

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