This paper introduces the method of single-neuron recording in humans to marketing and consumer researchers. First, we provide a general description of this methodology, discuss its advantages and disadvantages, and describe findings from previous single-neuron human research. Second we discuss...

Extant literature suggests that consumers derive more happiness from experiences (e.g., vacations) than from material possessions (e.g., furniture). However, this literature typically pits material against experiential consumption, treating them as a single bipolar construct of their relative...

This work details a novel method for delivering marketing communications – i.e., advertisement and persuasive content - during dreams. The method allows marketing researchers and practitioners to penetrate the sleeping brain and access the dreamer’s thoughts with the goal of impacting...

The ability to simultaneously learn how to distinguish between visually similar unknown items and their value was tested in three studies conducted across multiple days. In each study, participants took the role of a merchant in a market for obscure fruits. Merchants traded unknown fruits and...