Consumer neuroscience is, to some extent, defined by its methodologies. Traditional consumer research relies upon traditional behavioral techniques, such as examining choice, asking people to provide self-report ratings, and measuring response time. Consumer neuroscience utilizes many of these tools but also employs neuroscientific methodologies, including eye-tracking, psychophysiology, neuroimaging, and circulating hormones. The present chapter examines how these tools have shed light on a range of domains. I focus here on brands, brand personalities, neuroforecasting, and purchase decisions. With respect to brands, I discuss findings from work comparing two brands (e.g., Coke and Pepsi) as well as multiple brands. For brand personalities, I discuss how brands are judged compared to people and novel neural techniques for capturing brand personality judgments. The neuroforecasting section discusses a range of types of predictions made using neural data. In investigating pricing and purchasing, I review a host of evidence from different paradigms. Across these topic areas, I review a range of types of evidence, including data from functional magnetic resonance imaging, circulating hormones, and lesion research, among others. In each case, evidence from neuroscience provides novel insight into a process that guides consumer behavior.