Neuroscience tools: using the right tool for the right question

Abstract Neuroscientific approaches have become increasingly important in understanding how our bodies respond emotionally and physically to experiences. The use (and abuse) of neuroscience and psychological research methodologies for measuring emotional response has become a hot topic in research, particularly in applied sciences such as consumer and market research, often called “applied neuroscience.” Neuro- and psychological science can help researchers better understand unconscious motivators and emotional reactions. However, the application of these tools has been plagued with pseudoscience and “neuro-hype.” Researchers have experienced some disappointments when trying to incorporate these measures into their research. In this chapter we will discuss popular neuro-tools used to assess emotion. We will explore the challenges and discuss real examples of misuses, abuses, and disappointments in the application of these methodologies. Real and thoughtful applied neuroscience is about using the right combination of sensitive measures from psychology and neuroscience in the most appropriate ways.