... addition to existing scientific tools, techniques, and frameworks [5]. Of particular interest is brain imaging research in the economic and business disciplines. Indeed, economists were amongst ... differentiation between scientific and commercial for-profit applications [29]. Especially in the public ethical discussion, it is important to distinguish academic studies that use neuroscientific ... economic decision-making. In this article we gave readers an introduction into scientific and commercial applications of neuroscientific methods in marketing. We argued for a differentiated terminology,...