Recent findings in cognitive neuroscience have contributed to new knowledge in areas concerned with human behavior especially decision making and choice; within consumer research focus has primarily been directed at judgment and choice of brands and products. Research in consumer behavior has demonstrated that consumers use prior experiences when forming judgment and making choices and that emotions are important components in this. However the complete nature of autobiographical memories is not unfolded and further research is called for. The purpose of the present paper is to explore if neuroscience can enlighten consumer research concerning autobiographical memories and how?