COLIN CAMERER and CAROLYN YOON Introduction to the Journal of Marketing

This special issue showcases research that demonstrates the usefulness of neuroscientific approaches to a range of marketing-related questions. The past decade has yielded extraordinary advances in understanding of how brain pro­ cesses produce human behavior. These advances have fueled a steady growth in the application of neuroscientific methods to generate both theoretical and practical insights into consumer behavior and marketing. They have been especially fruitful in illuminating consumers’ decision pro­ cesses across multiple marketing-related domains, particu­ larly those underlying valuation and choice (for recent reviews, see Smidts et al. 2014; Yoon et al. 2012). Because these developments have been published primarily in neuro­ science journals, marketing scholars and practitioners may not be fully aware of the range of problems and questions that neuroscientific methods can address. This special issue aims to bring Journal o f Marketing Research readers up to date on what neuroscience has done, and can do, to inform marketing. The special issue attracted a large number of high-quality submissions from researchers within marketing proper, as well as related disciplines, including the neurosciences, eco­ nomics, psychology, communications, and management information systems. The ten articles included in this issue cover a diverse set of topics and methods. With the excep­ tion of the first article, which presents an overarching per­ spective on consumer neuroscience (Plassmann et al. 2015), this issue comprises original empirical research making use of neuroscientific tools. Specifically, the authors contribute to marketing theory, research, and practice by (1) generating insights about implicit processes and mechanisms (Cascio et al. 2015; Cerf et al. 2015; Chen, Nelson, and Hsu 2015; Karmarkar, Shiv, and Knutson 2015; Pozharliev et al. 2015), (2) uncovering individual heterogeneity that has con­ sequences for preferences and choice (Plassmann and Weber 2015), and (3) offering the potential to substantially improve predictions of choice at both the individualand