Book excerpt: "This book provides an integrative guide to the modern, highly interdisciplinary, and complex field of consumer neuroscience. The aim is to provide a robust overview of the many theoretical and experimental domains involved, thereby balancing depth and breadth of presentation. The material is loosely structured in three, not explicitly delineated parts. The first three chapters discuss the scope of consumer neuroscience, relevant psychological phenomena, and the human brain. The following three chapters cover the relevant mathematics, scanner technologies, and data analyses. The next five chapters discuss concepts and applications of consumer neuroscience, some of which are rather well established, and some reflect cutting-edge research. Specifically, issues of individual, social, and commercial consumer neuroscience are addressed in addition to aspects related to gender differences, abnormal consumer behaviour, ageing, and organizational behaviour. The final two chapters discuss research ethics and future directions, respectively"--