Neuroscience in service research: an overview and discussion of its possibilities

Purpose The purpose of this paper is to discuss recent developments in neuroscientific methods and demonstrate its potential for the service field. This work is a call to action for more service researchers to adopt promising and increasingly accessible neuro-tools that allow the service field to benefit from neuroscience theories and insights. Design/methodology/approach The paper synthesizes key literature from a variety of domains (e.g....