Special Session organized and chaired by Monika Koller: Reinvestigating Fundamental Concepts of Marketing and Consumer Research - How Consumer Neuroscience Adds Additional Value to Our Discipline (papers presented: Boksem, Marteen et al. (Erasmus University Rotterdam, Netherlands), Genevsky, Alexander et al. (Erasmus University Rotterdam, Netherlands), Hubert, Marco et al. (Zeppelin University, Germany), Venkatraman, Vinod et al. (Temple University, USA)