Graduation Year


Date of Submission


Document Type

Open Access Senior Thesis

Degree Name

Bachelor of Arts



Reader 1

Catherine Reed

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© 2016 Bridget E. Blum


For decades, neuroscience has greatly contributed to our foundational understanding of human behavior. More recently, the findings and methods of neuroscience have been applied to study the process of decision-making in order to offer advanced insights into the neural mechanisms that influence economic and consumer choices. In this thesis, I will address how customized marketing strategies can be enriched through the integration of consumer neuroscience, an integrative field anchored in the biological, cognitive and affective mechanisms of consumer behavior. By recognizing and utilizing these multidisciplinary interdependencies, marketers can enhance their advertising and promotional mix to elicit desired neural and affective consumer responses and measure these reactions in order to enhance purchasing decisions. The principal objective of this thesis is to present a comprehensive review of consumer neuroscience and to elucidate why it is an increasingly important area of study within the framework of human behavior. I will also describe how the insights gained from this emerging field can be leveraged to optimize marketing activities. Finally, I propose an experiment that illuminates key research questions, which may have considerable impact on the discipline of consumer neuroscience as well as the marketing industry.