Consumer Neuroscience

Consumer Neuroscience
Author :
Publisher : MIT Press
Total Pages : 362
Release :
ISBN-10 : 9780262036597
ISBN-13 : 0262036592
Rating : 4/5 (592 Downloads)

Book Synopsis Consumer Neuroscience by : Moran Cerf

Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 Müller, 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


Consumer Neuroscience Related Books

Consumer Neuroscience
Language: en
Pages: 362
Authors: Moran Cerf
Categories: Business & Economics
Type: BOOK - Published: 2017-11-16 - Publisher: MIT Press

GET EBOOK

A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. C
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Language: en
Pages: 304
Authors: Atli, Dincer
Categories: Business & Economics
Type: BOOK - Published: 2020-06-19 - Publisher: IGI Global

GET EBOOK

Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches
Handbook of Developments in Consumer Behaviour
Language: en
Pages: 625
Authors: Victoria Wells
Categories: Business & Economics
Type: BOOK - Published: 2012-01-01 - Publisher: Edward Elgar Publishing

GET EBOOK

This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities
Defining, Measuring and Managing Consumer Experiences
Language: en
Pages: 98
Authors: Annarita Sorrentino
Categories: Business & Economics
Type: BOOK - Published: 2020-09-30 - Publisher: Routledge

GET EBOOK

This book offers a comprehensive overview of the challenges that marketing faces in understanding, managing and measuring the dynamics of modern consumer behavi
The Consumer Mind
Language: en
Pages: 200
Authors: Pepe Martínez
Categories: Business & Economics
Type: BOOK - Published: 2012-06-03 - Publisher: Kogan Page Publishers

GET EBOOK

The Consumer Mind explores the relationship between consumers and brands, analysing the types of communication and their perception of brands. Based on research