Abstract
Modeling consumer behavior can be explained in the context of specific paradigms: sociological, psychological, cultural, neurocognitive, anthropological, and economic. With the discoveries in the field of neuroscience, the perspective of over-explaining consumer behavior is heading more toward cognitive neuroscience. The research in neurophysiology has succeeded in explaining the interpsychic processes and in the creation of multiple theories which are trying to determine the cause of human organism reaction to different external stimuli. The current scientifical challenges can be found especially around neuropsychology which is attempting to explain how the human brain works and which are the sections that influence the behavior. The research from neurobiology mentions the fact that at the core of buying purchases is a neurophysiological layer.