Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications


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 and their implications for consumer research. Second, we present an illustrative study that uses this methodology to examine peoples’ ability to up-regulate (i.e., enhance) the emotion of fear, an issue with implications for designing effective fear communication appeals.