The authors report evidence that brand personality traits exist a priori in the minds of consumers; as a result, the brands a consumer is thinking about can be reliably predicted from patterns of neural activations. Beyond fMRI and EEG methods, human single-neuron recording also has high spatial resolution as well as high temporal resolution, allowing for finer-grained measures of neural processes. In this method, ultra-thin electrodes are temporarily implanted to record firing rates in specific populations of neurons. The method is limited for consumer neuroscience because it is only used on people with severe brain disorders (e.g., epilepsy, Parkinson’s disease) in just a handful of research hospitals around the world. However, it is useful for marketing scholars to be aware of, and evidence from nonhuman primates has been important for catalyzing many areas of decision neuroscience (e.g., the discovery of reward prediction error neurons in dopaminergic regions). The article by Cerf et al. (2015) illustrates how human single-neuron research can capture, at the neuronal levels of specificity, activity in consumers’ brains associated with up-regulation (e.g., increase) of emotions in response to fear appeals