A comprehensive introduction to using the tools and techniques of
neuroscience to understand how consumers make decisions about
purchasing goods and services. Contrary to the assumptions of
economists, consumers are not always rational actors who make
decisions in their own best interests. The new field of behavioral
economics draws on the insights of psychology to study non-rational
decision making. The newer field of consumer neuroscience draws on
the findings, tools, and techniques of neuroscience to understand
how consumers make judgments and decisions. This book is the first
comprehensive treatment of consumer neuroscience, suitable for
classroom use or as a reference for business and marketing
practitioners. After an overview of the field, the text offers the
background on the brain and physiological systems necessary for
understanding how they work in the context of decision making and
reviews the sensory and perceptual mechanisms that govern our
perception and experience. Chapters by experts in the field
investigate tools for studying the brain, including fMRI, EEG,
eye-tracking, and biometrics, and their possible use in marketing.
The book examines the relation of attention, memory, and emotion to
consumer behavior; cognitive factors in decision making; and the
brain's reward system. It describes how consumers develop implicit
associations with a brand, perceptions of pricing, and how consumer
neuroscience can encourage healthy behaviors. Finally, the book
considers ethical issues raised by the application of neuroscience
tools to marketing. Contributors Fabio Babiloni, Davide Baldo,
David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly
Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel
Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans
Melo, Kai-Markus Muller, Brendan Murray, Ingrid L. C. Nieuwenhuis,
Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J.
Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi,
Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah
Walker
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!