Over the last 10 years advances in the new field of neuromarketing
have yielded a host of findings which defy common stereotypes about
consumer behavior. Reason and emotions do not necessarily appear as
opposing forces. Rather, they complement one another. Hence, it
reveals that consumers utilize mental accounting processes
different from those assumed in marketers' logical inferences when
it comes to time, problems with rating and choosing, and in
post-purchase evaluation. People are often guided by illusions not
only when they perceive the outside world but also when planning
their actions - and consumer behavior is no exception.
Strengthening the control over their own desires and the ability to
navigate the maze of data are crucial skills consumers can gain to
benefit themselves, marketers and the public. Understanding the
mind of the consumer is the hardest task faced by business
researchers. This book presents the first analytical perspective on
the brain - and biometric studies which open a new frontier in
market research.
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