Consumer neuroscience is an emergent field of academic research based on the foundations and principles of neuroeconomics, while maintaining a focus on real-world applications. The promise of consumer neuroscience stems from the potential of using modern neuroimaging methods to provide relevant and actionable insights into the mental processes underlying consumer and market behavior. In this chapter, we provide a broad overview of the two areas of consumer neuroscience in which neuroeconomic perspectives and methods have shown the most promise. We first discuss the role of neuroimaging in the decoding of mental states and how these measures are informative for understanding consumers’ responses, experiences, and associations. We then cover neuroforecasting—the use of neural data collected from laboratory samples to forecast market-level behavior. Finally, we close the chapter with an outlook for the future of the field.