In recent decades, research in the field of neuroscience has suggested new interventions and applications in social domains such as law, education, and economics, and challenging us to redefine our understandings of responsibility, choice, and what it is to be human. One of the applications, consumer neuroscience, is an important step in the analysis and understanding of consumer behavior through the rigorous application of the knowledge and techniques of neurosciences, and appears as a new fundamental tool for the present and future of market research.