Open access
Sep 2026
The Neurotypical Assumption in Consumer Research: Rethinking Consumer Heterogeneity Through Neurocognitive Diversity
Understanding why individuals perceive, interpret, and respond differently to the same environmental stimuli represents one of the central questions in the behavioral sciences. Across the psychology, cognitive science, neuroscience, and behavioral decision research, substantial effort has been devoted to explaining the...
Polona Dakič, A. Faganel
· Behavioral Science · 0 citations