第3期 宋之杰等神经营销研究进展、问题及展望 the Academy of Marketing Science, 2013, 41(2): 171-184 Marketing,2015,79(4):1-15 [55] Mazar N, Zhong C B. Do green products make us better people? [57] Mathur P, Chun HH, Maheswaran D. Consumer mindsets and []. Psychological Science, 2010, 21(4): 494-49 self-enhancement: Signaling versus learning [].Journal of [56] Karmar U R, Bollinger B. How bringing your own shopping bags Consumer Psychology, 2016, 26(1): 142-152. leads to treating yourself and the environment [] Journal of Research Trends, Problems and Prospects of Neuro-marketin SONG Zhijie WANG Hao SHI Rui, ZHAO Hongmei School of Economics and Management, YanShan University, Qinhuangdao 066004, China Abstract: As a rapidly developed new interdisciplinary research field, neuro-marketing mainly centers on the diversification, individuation and accurate exploration of consumers' behavior and psychology from the brain and neural level, and relevant remarkable achievements have been made in recent years. This paper aims to explain the consumers cerebral activities from the neurobiological mechanism of the marketing. Based on consumers brand attitude, promotion strategy, advertising cognition, purchase decision and individual char acteristics,the latest research trends of neuro-marketing in consumer behavior research and application are comprehensively combed, then current problems are discussed and refined. Finally the prospects of neuro- marketing are put forward from the following five aspects, such as sensory neuro-marketing, green neuro marketing, corporate social responsibility, marketing communication and brand management, consumer indi- viduality and protection marketing Key words: neuro-marketing: neuroscience; consumers'behavior and psychology [责任编辑田春霞]第 3 期 宋之杰 等 神经营销研究进展、问题及展望 87 the Academy of Marketing Science, 2013, 41(2):171鄄184. [55] Mazar N, Zhong C B. Do green products make us better people? [J]. Psychological Science, 2010, 21(4):494鄄498. [56] Karmar U R, Bollinger B. How bringing your own shopping bags leads to treating yourself and the environment [J]. Journal of Marketing, 2015,79(4):1鄄15. [57] Mathur P, Chun H H, Maheswaran D. Consumer mindsets and self鄄enhancement: Signaling versus learning [J]. Journal of Consumer Psychology,2016,26(1):142鄄152. Research Trends , Problems and Prospects of Neuro鄄marketing SONG Zhijie ,WANG Hao ,SHI Rui ,ZHAO Hongmei ( School of Economics and Management, YanShan University, Qinhuangdao 066004,China ) Abstract:As a rapidly developed new interdisciplinary research field, neuro鄄marketing mainly centers on the diversification, individuation and accurate exploration of consumers爷 behavior and psychology from the brain and neural level, and relevant remarkable achievements have been made in recent years. This paper aims to explain the consumers爷 cerebral activities from the neurobiological mechanism of the marketing. Based on consumers爷 brand attitude, promotion strategy, advertising cognition, purchase decision and individual char鄄 acteristics, the latest research trends of neuro鄄marketing in consumer behavior research and application are comprehensively combed, then current problems are discussed and refined. Finally the prospects of neuro鄄 marketing are put forward from the following five aspects, such as sensory neuro鄄marketing, green neuro鄄 marketing, corporate social responsibility, marketing communication and brand management, consumer indi鄄 viduality and protection marketing. Key words:neuro鄄marketing; neuroscience; consumers爷 behavior and psychology [责任编辑 田春霞]