ABSTRACT
This chapter explains how analysis of the structure and activities of the human brain can help develop our understanding of consumers’ responses to marketing actions.
It explains how the brain’s semantic pointers (SPs) are products of binding of sub-representations. The valuation network is a SP and fuzzy front-end (FFE) innovation process that can be reinforced by taking it into account.
Neuroscientific methods are presented from the FFE point of view.
IT identifies that confidence between stakeholders is the key for success when applying neuroscience and how to achieve that confidence.
