|
Showing 1 - 3 of
3 matches in All Departments
The book is designed to impart and convey knowledge as well as
understanding of the range of biometric technologies and
cybertechnologies, while also stressing their advantages and
disadvantages. The authors aim to develop an appreciation for and
breadth of knowledge that spans the full range of neuroscience
sub-disciplines, including behavioural, cognitive, and
computational neuroscience. Furthermore, the content of the book is
geared to be able to place neuroscience into an ethical context,
especially how studying the brain and behaviour can contribute to
the resolution of ethical, social, and environmental issues.
At any given moment, our brains are bombarded with enormous amounts
of information. External stimuli from the senses travel through our
eyes, nose, or skin, and internal reflections and imagery travel
from within. All these stimuli are processed in parallel and
compete with each other to become the one single percept which we
are aware of at a present moment. This book studies the ways by
which this competition is resolved in our brain, the mechanisms and
methods which allow the brain to select from this load of
information, and the process of selection of one thoughts to reach
our consciousness. The book describes various techniques used to
identify the stimuli which capture our attention and affect our
decisions, a variety of studies conducted in healthy subjects as
well as subjects with various neurological and psychiatric
disorders (autism; subject lacking the bridge connecting the two
hemispheres in our brain; a subject with no emotions, subjects who
cannot see faces, and patients undergoing brain surgery). The book
described the process of understand the ways by which we choose
'what to see' and 'what to become aware of' in the world.
|
Consumer Neuroscience (Hardcover)
Moran Cerf, Manuel Garcia-Garcia; Contributions by Ana Iorga, Ming Hsu, Moran Cerf, …
|
R2,198
R1,941
Discovery Miles 19 410
Save R257 (12%)
|
Ships in 9 - 15 working days
|
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
|
You may like...
Top Five
Rosario Dawson, Cedric The Entertainer, …
Blu-ray disc
R40
Discovery Miles 400
|